EST launches major utilities ad campaign

The Government-backed Energy Savings Trust (EST) is to run a multi-million pound advertising campaign to promote the Energy Efficiency Commitment (EEC), under which gas and electricity suppliers have set targets to promote energy efficiency in the home. The television, press and radio campaign will encourage customers to use less energy in order to cut greenhouse gas emissions.

This is the first time the EST has backed the energy-saving measures of utilities. The campaign will also make consumers more aware of how to get in touch with their suppliers, who could assist in the installation of energy-efficient boilers and appliances and cavity wall insulation. Under the EEC rules, suppliers will spend about &£400m a year through to 2011 promoting energy-saving deals to customers.

The campaign, which will use the strapline “You can make a difference” will run in February. It has been created by Rainey Kelly Campbell Roalfe/Y&R.

Under the Government’s plan, at least half of energy savings are to be made by low-income consumers, especially those on certain benefits, tax or pension credits.

Last year, EST launched a campaign encouraging homeowners to buy white goods labelled with the Energy Efficiency logo. The campaign, called Look for the Logo, also targets consumers searching for white goods online and appears on Web pages where the products are available.

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