npower: Fuel Banks

Challenge

Fuel poverty is a significant problem in the UK, with some British families making a choice between ‘eating or heating’. Npower wanted to provide free same-day gas and electricity top ups to pre-pay customers who need it most, and it was our job was to engage the community and increase brand favourability.

Creative

A media event was held at Kingston Food Bank, where struggling families told their story and highlighted the impact the Npower scheme would have on people’s lives.

Change

Instead of hiding from criticism of exacerbating fuel poverty through high prices, the Fuel Banks campaign tackled this issue head-on. We helped Npower to change its perception by showing how the company provides practical, meaningful help to people struggling to afford either gas or electricity. There were over 100 items of coverage across the first week of the campaign alone. Favourability toward the company scored at +90% (positive sentiment minus negative sentiment).

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