An exceptionally creative and visual media relations programme to promote the Energy Saving Trust’s Energy Saving Week (ESW).October 2007 saw the best ESW yet in terms of volume of media coverage, message penetration and OTS. The challenge for 2008 was to achieve more. By 2008, journalists’ appetite for environmental stories was waning due to the plethora of green bodies and commercial organisations pitching to media every day. While local newspapers and more serious national papers were sympathetic to the appeal of ESW, communicating to a mass market audience would be difficult. The key objective was to educate the public on the steps they could take to combat the effects of climate change. The multi-faceted campaign tapped in to the media’s appetite for credit crunch stories with a simple, straightforward message. Importantly, the team made ingenious and innovative use of research and photography to deliver one of the PR photos of the year. This programme is worthy of an award due to the sheer scale of on-message, positive news coverage achieved across the UK. It is estimated that at least 95 million people had an opportunity to see or hear about the campaign with the coverage generating £2.5 million.

Releases issued embargoed five days in advance.

Forward planning departments of UK broadcasts were targeted a week in advance.Key message documents produced for spokespeople. 17 regional press releases tailored for the English region covered by each of the regional advice centres.

Endorsement secured from leading financial psychology expert Benjamin Fry while Professor Erik Bichard, Salford University, lent academic weight.Statistics gave collective cost savings for each of the UK’s 434 local authorities if everyone in that area shared a bath during ESW.In the space of two days, the team secured a bath, a boat, two models, bubble bath, handwhisk, buckets and permission from the London Port Authority to set sail on the Thames, which was chosen to ensure a London landmark was in the background (Big Ben, in keeping with the “time” theme). This plan was adapted constantly, due to the difficulty of staging this photoshoot with Big Ben in the background.The campaign also comprised: Corporate: ESW used as a hook to secure corporate profiles for CEO Philip Sellwood, resulting in a full-page feature in The Times and Utility Week; Public Affairs: Backing was secured from PM Gordon Brown; Features: Long lead consumer magazines targeted – with ten ESW top tips.

At least 95 million people had an opportunity to see or hear about the campaign with coverage generated worth almost £2.5 million (not including online), compared to £30.6m and £1.95m in 2007. Almost three times the audience for ESW in 2007 was reached despite a spending cut from £103k to £74k. There were 339 EST articles during ESW and 93% mentioned the Week. All were favourable. ESW coverage in the nationals was targeted towards those who are not conscious of their effect on the environment. Key media hits included Reuters TV, The Sun, The Mirror, The Daily Mail, The Star, The Sport, The Metro, House Beautiful, GMTV, BBC World Service, Prima, The Times, Daily Record, The Scotsman, The Herald, Ulster TV, Belfast Telegraph, Wales Online and the Wrexham Evening Leader. People calling the Trust’s network of advice centres during ESW increased to 20,643, up from 8,900 in 2007. The coverage fulfilled the Trust’s main objective and sub-objectives. A Saltire flag and pint of Guinness were secured by the photoshoot team to provide tailored photography for Scotland and Northern Ireland that contributed significantly to pick-up from media in these countries, particularly in Scotland.