The Government is searching for a media agency to handle the media planning and buying for its estimated £2m drive to promote fuel-efficiency in the UK.
The campaign will be launched under the Department of the Environment, Food and Rural Affairs’ (Defra’s) Warm Front scheme, the Government’s main grant-funded programme to tackle fuel poverty. It is thought that the Government is also looking for advertising agencies to work on the business.
The Warm Front scheme was launched in June 2000 as the Home Energy Efficiency Scheme. The scheme has previously been supported by television advertising, local community activities and events, direct mail and PR. The new campaign is expected to focus on private households, rather than social housing tenants as in the past.
The scheme is handled in a number of UK regions by social enterprise management group Eaga Partnership on behalf of Defra. Powergen operates the scheme in the remaining areas. It is understood that Defra is running the pitch, which will be launched in conjunction with utilities companies such as Powergen.
Warm Front provides advice and grants of up to £1,500 to pay for energy efficiency and heating measures. The scheme is open to households that are at risk of fuel poverty.