What’s the problem?
The challenge we set ourselves was an ambitious
one – to persuade
everyone in the UK to act against climate change, and in the
process,
make the EDF Energy brand famous.
…what people value
Research showed that reducing their carbon footprint isn't the
only thing
that motivates people. In reality, even the greenest consumer's
behaviour is often driven by more immediate and human motives than
climate change. Additionally, many people who do believe they're
'doing their bit', struggle
to see how their efforts alone will impact on such a global
issue.
The creative innovation
Our idea was to mobilise an army of everyday people committed to doing their bit for climate change. We called it Team Green Britain, in support of Green Britain Day – a mass-exposure event to capture the imagination of the British public and inspire communities to take action against climate change. Our strategy was based on collective, rather than individual, action. Specifically targeting and engaging a digital audience that is pre-disposed to interact socially online.
...and the reaction
