Client: Energy Saving Trust
PR teams: In-house and Weber Shandwick
Timescale: October 2008
Energy Saving Week 2007 was the best ever in terms of media coverage and message penetration. But by late 2008, interest in environmental stories was waning. A poll of 100 journalists showed only genuinely newsworthy and quirky stories would make the grade.
- To raise awareness of the Energy Saving Trust
- To raise awareness of the week.
Strategy and plan
The PR team used findings of a comprehensive, 3,000-person survey to pinpoint three key stories to take to national media. These were: that Brits are more likely than Europeans to share baths to save energy; around 50 per cent of Brits do not feel they have time to be green; and £44m a year is wasted through leaving TVs and PCs on while asleep.
Measurement and evaluation
Coverage was generated in local, regional and national media. Key hits included Reuters TV, The Sun, The Mirror, Daily Mail, Metro, GMTV, The Times, The Scotsman and The Belfast Telegraph, among others. The total coverage was worth almost £2.5m.
The number of people calling the Energy Saving Trust's advice centres during Energy Saving Week increased to 20,643 compared with 8,900 in 2007.