Did you know that the energy we use at home and when we travel accounts for almost half of the UK’s total CO₂ emissions? Our brief from the Energy Saving Trust was to raise awareness of this amongst the British public – and get them to do something about it!

We developed two phases of online advertising. First we showed simple energy saving measures and the positive effect these would have on the environment. For example, by flicking off a light switch you could stop a power station belching out smoke. In the second phase we had crowds of people in banners encouraging the user to join the energy saving movement. Together we can make a difference.

This advertising linked to a microsite where we challenged people to make an energy-saving commitment. To add emotional leverage we asked them to link their commitment to a part of the UK that they wanted to help preserve from the effects of climate change.

To date the commitments made on the site are equivalent to almost 15,000 kilograms of CO₂. This is enough to offset the entire Paralympic Games and is more carbon dioxide than is saved annually in Britain by car sharing, and more than Tesco will save annually as a result of their renewable energy in business initiative.

http://www.energysavingtrust.org.uk/commit