EDF launches green initiative

EDF Energy has launched a major marketing campaign to promote “Green Britain Day”, the energy provider’s latest attempt to encourage action on climate change.  

Green Britain Day will take place on July 10 and aims to get more people involved in measures aimed at tackling climate change.

EDF has partnered with radio group Global Radio to create a number of sustainability-themed events on the day, which will conclude with a concert at the Eden Project in support of Prince Charles’ Rainforest Project, and featuring Paul Weller.

An above the line campaign, created by Euro RSCG, includes outdoor, press and television activity has launched to support the initiative.

The TV spot uses the “recycled footage” technique of recent EDF campaigns using clips of the 1948 Olympic Games in London. EDF Energy is a tier one “sustainability” partner of the London Organising Committee of the Olympic Games.

A dedicated site, teamgreenbritain.org, has been created by Archibald Ingall Stretton, and developed in association with the Eden Project and Global Action Plan. It will suggest ways people can get involved on July 10.

The energy provider will also take part in the beta test of YouTube pre-rolls on premium content to push the initiative.

Media planning and buying is being handled by MPG. In April, parent group EDF Group http://www.marketingweek.co.uk/news/edf-reviews-media/2065266.article launched a statutory review of its media planning and buying accounts for the UK and France.

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