Npower is encouraging children to spend an hour with no power every day for two weeks, as part of its ongoing strategy to reduce energy use.
The energy supplier is leveraging its position as the title sponsor of the Ashes cricket series between England and Australia, and the Climate Cops campaign is promoted within the Ashes programme and 30 second film clips are shown are matches and hosted on the England and Wales Cricket Board website.
As part of the campaign, Npower is giving away 300,000 ‘Climate Cops Mission Packs’ for children in regional issues of The Express and The Guardian.
Online content includes ideas on how kids can spend an hour doing activities without power on the Npower climate cops website.
The campaign breaks on 15 August.
Earlier this month, Npower consolidated all its creative activity through ad agency VCCP, which is now responsible for all print, online and TV marketing.