This is what we do when we waste energy

How to teach people to use energy the right way when they didn’t know they were doing something wrong? The Client The Andalusian Energy Agency mission is to promote a sustainable energy development. Their key challenge was to encourage people to save energy. The Unique Problem The Andalusian goverment have never before make any effort to educate people/companies about the importance of saving energy for a sustainable future. The Insight Consumers only see the effect of wasting energy in their energy bills and they don´t realise the impact this has on future generations. They believe as long as they pay for it they have the right to use as much as they want. Strategy We needed to build a communication plan that will inspire people to save energy by giving them evidence that their energy consumption habits has an actual impact on future generations. The Creative Idea Giving evidence lead to our big idea of ¨Use only what you need¨. The idea was to show in a very emotional and didactic way how we are unconsciously putting future generations at risk every time we waste energy. Making a good use of energy didn’t mean to use less or sacrifice your wellbeing, it means to use only what you need. The Deliverables We developed an multi-channel communication plan that will allow us to reach different key segments of our target. A TV ad became our main channel to touch people’s emotions in a very simple but efective and didactic way.