Powergen target 'suburban families' - as do many other brands. To get close to these families, we needed to communicate in a unique way.To achieve genuine consumer insight we commissioned qualitative research into key motivations in suburban families' lives. We discovered that parents were finding less time to read to their children and this could have a negative effect on the development of children over time.Taking this insight, and leading a team of media owners, PR and creative agencies, we created an original strand of programming that would communicate Powergen's commitment to families.