DESNZ ⎯ Energy in Our Hands
Small changes. Real savings.
Government & Public Sector
Brief
The DESNZ Winter Tips campaign aimed to encourage households to adopt energy-saving actions to reduce consumption and lower bills, supporting the long-term goal of a 15% reduction in energy use by 2030. Focusing on the winter months, the campaign targeted 18–34-year-olds across multicultural communities in Great Britain, including South Asian, Black African, Arabic, Polish, and Russian audiences, as well as the broader C2DE demographic. Messaging centred around four hero energy-saving tips to optimise heating systems while maintaining a warm home.
Strategy
The campaign ran in four concentrated bursts across 38 community radio stations and a targeted print campaign. Radio creative included 30-second English spots and live reads in both English and community languages (Hindi, Urdu, Arabic, Polish, Russian), with an on-and-off medium frequency schedule to ensure multiple exposures during high-engagement times.
Print titles were carefully selected to reach deprived communities, particularly Bangladeshi, Pakistani, Black, Turkish, and Chinese audiences, with 2–3 insertions per title and 52 total insertions evenly spread across four weeks. The strategy leveraged trusted, local voices and culturally relevant channels to maximise awareness, comprehension, and behaviour change.
Results
Multilingual live reads drove high engagement particularly among South Asian and Black African communities while supporting behaviour change intentions and motivating households to take practical steps to reduce energy consumption and lower bills.
4.5m+
Total radio and print impacts delivered, exceeding planned reach
52
Print insertions reinforced messaging in deprived communities, reaching audiences not accessible via radio
+25%
Uplift in awareness of energy-saving tips among target audiences
More Works
(MRA — 02)
©2024
DESNZ ⎯ Energy in Our Hands
Small changes. Real savings.
Government & Public Sector
Brief
The DESNZ Winter Tips campaign aimed to encourage households to adopt energy-saving actions to reduce consumption and lower bills, supporting the long-term goal of a 15% reduction in energy use by 2030. Focusing on the winter months, the campaign targeted 18–34-year-olds across multicultural communities in Great Britain, including South Asian, Black African, Arabic, Polish, and Russian audiences, as well as the broader C2DE demographic. Messaging centred around four hero energy-saving tips to optimise heating systems while maintaining a warm home.
Strategy
The campaign ran in four concentrated bursts across 38 community radio stations and a targeted print campaign. Radio creative included 30-second English spots and live reads in both English and community languages (Hindi, Urdu, Arabic, Polish, Russian), with an on-and-off medium frequency schedule to ensure multiple exposures during high-engagement times.
Print titles were carefully selected to reach deprived communities, particularly Bangladeshi, Pakistani, Black, Turkish, and Chinese audiences, with 2–3 insertions per title and 52 total insertions evenly spread across four weeks. The strategy leveraged trusted, local voices and culturally relevant channels to maximise awareness, comprehension, and behaviour change.
Results
Multilingual live reads drove high engagement particularly among South Asian and Black African communities while supporting behaviour change intentions and motivating households to take practical steps to reduce energy consumption and lower bills.
4.5m+
Total radio and print impacts delivered, exceeding planned reach
52
Print insertions reinforced messaging in deprived communities, reaching audiences not accessible via radio
+25%
Uplift in awareness of energy-saving tips among target audiences
More Works
(MRA — 02)
©2024
DESNZ ⎯ Energy in Our Hands
Small changes. Real savings.
Government & Public Sector
Brief
The DESNZ Winter Tips campaign aimed to encourage households to adopt energy-saving actions to reduce consumption and lower bills, supporting the long-term goal of a 15% reduction in energy use by 2030. Focusing on the winter months, the campaign targeted 18–34-year-olds across multicultural communities in Great Britain, including South Asian, Black African, Arabic, Polish, and Russian audiences, as well as the broader C2DE demographic. Messaging centred around four hero energy-saving tips to optimise heating systems while maintaining a warm home.
Strategy
The campaign ran in four concentrated bursts across 38 community radio stations and a targeted print campaign. Radio creative included 30-second English spots and live reads in both English and community languages (Hindi, Urdu, Arabic, Polish, Russian), with an on-and-off medium frequency schedule to ensure multiple exposures during high-engagement times.
Print titles were carefully selected to reach deprived communities, particularly Bangladeshi, Pakistani, Black, Turkish, and Chinese audiences, with 2–3 insertions per title and 52 total insertions evenly spread across four weeks. The strategy leveraged trusted, local voices and culturally relevant channels to maximise awareness, comprehension, and behaviour change.
Results
Multilingual live reads drove high engagement particularly among South Asian and Black African communities while supporting behaviour change intentions and motivating households to take practical steps to reduce energy consumption and lower bills.
4.5m+
Total radio and print impacts delivered, exceeding planned reach
52
Print insertions reinforced messaging in deprived communities, reaching audiences not accessible via radio
+25%
Uplift in awareness of energy-saving tips among target audiences
More Works
©2024