Energy Saving Trust rolls out ‘20%’ campaign

The Energy Saving Trust (EST) is launching a &£5m integrated advertising campaign next week, urging consumers to reduce their energy consumption.

The initiative takes in television, print and direct mail activity and will run for six months. The campaign is called “Save your 20 per cent”, to reflect the degree to which the Government agreed to reduce UK carbon issues when it signed the Kyoto agreement in 1997.

The “Save your 20 per cent” advertising is the first time the organisation has used an umbrella strategy to encourage consumers to be more energy-efficient. In the past, EST has focused on single issues, such as the replacement of inefficient boilers. This campaign will illustrate many different ways in which consumers can conserve energy, from lowering their thermostat by one degree, to only half-filling kettles.

EST marketing director Matthew Wright says the organisation decided to move away from its usual strategy of promoting energy efficiency, which had little resonance with customers, and instead to focus on “savings”. He adds that he hopes that rising energy prices will provide an extra incentive to save energy. The message that a 20 per cent cut in energy use can equate to a saving of about &£250 a year in fuel costs will be integral to the campaign.

The advertising has been created by Mustoes, while media planning and buying is through Mediaedge:CIA and MediaCom.