Agency: Euro RSCG
Client: EDF Energy
EDF Energy, claiming to be the UK’s largest generator of low carbon electricity, has launched the inaugural Green Britain Day.
A major national campaign, Green Britain Day on July 10 aims to inspire millions of people to tackle the challenges of climate change together.
Green Britain Day will see a wave of activity across the country. Hundreds of schools will be holding open days showcasing the positive ‘green’ actions they are already taking.
There will also be events in towns and cities, created and managed with Global Radio, driving people to join Team Green Britain.
Green Britain Day will end with a spectacular concert at the Eden Project in support of the Prince’s Rainforest Project, featuring Brit Award winner Paul Weller, supported by 2009 Brit Awards’ Critics’ Choice, Florence and the Machine.
The public will be invited to join Team Green Britain (teamgreenbritain.org) - a growing community of people across the country working together to establish a low carbon future.
Developed in association with the Eden Project and Global Action Plan, the website suggests new actions to take on Green Britain Day. The site acts as the home for teams of action that people can join and it also provides the inspiration and information to support them for the long-term.
An above-the-line campaign, created by Euro RSCG, incorporates 60-second TV ads as well as outdoor, press ads and ambient media.
Launching mid-June, the creative includes recycled clips of the 1948 Olympic Games in London, highlighting the need to people to take action now to ensure we leave a positive lasting legacy.
Media planning and booking through MPG aims to reach an audience of 96% of the UK’s population
The media campaign, which runs from June to August, includes a number of ‘firsts’, including partnering in the beta test of the first YouTube pre-rolls on premium content and a unique social networking campaign utilising user-get-user technology for the first time in the UK.
“Our commitment to reducing carbon emissions is at the very heart of our business model and we have far-reaching programmes in place to substantially reduce our own footprint,” said Brand Director at EDF Energy, Martin Stead,
“But, beyond that, we believe we have an obligation to help make the nation more widely sustainable. This can only happen through large-scale behaviour change and it’s our conviction that this can only be brought about by collective action across local communities.”