British Gas is launching a major green initiative targeting schools, teachers and local communities.
The Generation Green programme will award “Green Leaves” vouchers to schools for energy saving behaviour, such as turning off lights and computers. Consumers can also collect the “Leaves” and donate them to a school of their choice.
The vouchers can be redeemed through a website for renewable energy products and educational kits for schools such as weather stations and botanicals kits.
The initiative will run through British Gas’ New Energy division and it will be promoted in September though a campaign comprising TV, cinema, online and radio ads.
Gearoid Lane, managing director of British Gas’ New Energy division, says: “In the Nineties we saw UK consumers collect coupons for books and computers for schools. Our Green Leaves will herald an equivalent movement with the potential to make a massive impact on schools, local communities and future generations.”
In addition to the reward vouchers, the website will feature resources for teachers to support the science and geography curricula. Schools will also be able to compete for large-scale microgeneration products such as solar panels and wind turbines.
Rival npower launched its Climate Cop Academy for schools in November last year. Although npower invested £20m in the scheme, it was not supported by any advertising or marketing activity.
British Gas launched its “Your Energy Experts” brand campaign in February this year to promote its Energy Savers’ Report (MW February 14). The report advises consumers on how to save energy and consequently save money on bills.