National Grid
Building public support for nationally significant energy infrastructure
How we helped
Industry
Client
National Grid
Our role
Cavendish developed and delivered What If?, an integrated public engagement campaign designed to make the case for new infrastructure more relevant and relatable to everyday audiences.
Rather than focusing primarily on abstract debates around energy policy or climate targets, the campaign centred on the practical opportunities infrastructure investment could create for local people — including jobs, skills, investment and long-term economic growth.
Through digital storytelling, social content and influencer engagement, we helped reframe the conversation around what the transition could mean for families, careers and the future prosperity of East Anglia.
The challenge
As the UK accelerated towards net zero, major energy infrastructure projects became increasingly politically and socially contested.
For National Grid, the challenge was not simply delivering new infrastructure, but building broader public understanding of how grid expansion could support local communities, future jobs, skills and long-term economic opportunity.
Debate around new pylons and transmission infrastructure risked becoming dominated by short-term disruption and local opposition, rather than the tangible benefits the investment could create for families and communities across the region.
The impact
The campaign helped shift the tone of public conversation around the need for new energy infrastructure during a politically sensitive period for the project.
By focusing on the practical benefits infrastructure investment could deliver for local communities, the campaign broadened engagement beyond audiences directly impacted by the proposals and strengthened support for the wider project.
The campaign generated significant digital engagement, directing thousands of users to the campaign platform, and was recognised with the PRCA Social Media Campaign of the Year award.
