Northern Powergrid, dedicated to maintaining a reliable and sustainable electricity network.
Background
Northern Powergrid, a Distribution Network Operator (DNO) serving over eight million customers, is dedicated to maintaining a reliable and sustainable electricity network. As part of their commitment to environmental sustainability and community engagement, Northern Powergrid launched the Net-Zero Kids Campaign. This initiative aimed to educate and engage young people (ages 11-13) on the importance of Net-Zero and the decarbonisation agenda, building on the success of their previous Energy Heroes campaign.
Strategy
The campaign’s strategy focused on creating a highly visual campaign – the ‘New Power Generation’ – designed to appeal to the target audience of Key Stage 2 and 3 students and brought to life through gamification.
Central to the campaign was a dedicated microsite that hosted interactive content including, a short quiz, key facts and statistics, challenges, and tips for energy efficiency at home.
An engaging animation was also produced to introduce Northern Powergrid and explain the concept of Net-Zero in an accessible way.
The campaign was amplified across social media, print, and through outreach into schools, providing resources and activities that teachers could use to further educate students about climate change and energy efficiency.
To motivate participation and engagement with the campaign we included an iPad as a main prize along with several smaller swag bag prizes.
The
results.
The Net-Zero Kids Campaign successfully achieved its objectives, effectively raising awareness about climate change and the importance of net zero among young students. The interactive elements of the microsite and the engaging animation captured the interest of the target audience, leading to high levels of participation with over 6,000 unique visits and an average dwell time of 2.32 minutes.
Teachers reported that the campaign resources were valuable tools for educating students about energy efficiency and climate change. Additionally, the campaign fostered a sense of community involvement, encouraging students and their families to make energy-efficient changes in their homes and lifestyles.
6000
Unique visits.
2.32
Minutes of average dwell time.
