OVO Energy looks to the home front in optimistic new advertising campaign focused on climate change
16TH MARCH 2020 – As part of the UK’s journey to net zero carbon living, leading independent energy provider, OVO Energy, has launched an advertising campaign that optimistically highlights what we can all do to reduce our collective carbon footprint, tackle climate change and preserve our world for future generations.
Revealing that an individual's home energy accounts for a significant 26% of their carbon footprint, the campaign is designed to show that our homes give us a powerful opportunity to act against climate change. By choosing a carbon neutral energy plan and working to reduce energy waste, we can all take our homes on a journey towards zero carbon.
If all UK households took the steps to make their homes zero carbon, this would equate to saving 101,193,391 tonnes per year, which is equivalent to 22% of the UK's total carbon emissions2.
Created in partnership with creative company, 20something, the aspiration for the campaign is to provide much-needed optimism and a sense of agency to a population with rising eco-anxiety, reinforcing the belief that although individual actions may not feel significant, they really can make a difference when we act together.
Focusing on fighting the climate emergency from the homefront, the advert for OVO Energy includes a rousing narration from poet and spoken word artist, Hollie McNish encouraging viewers not to underestimate the importance of their own contribution: “We don’t need hope, we are hope. Just look around. You. Them. Us... We can help change climate change. And it all starts at home”.
OVO Beyond is OVO Energy’s latest innovative service. An upgrade to a standard home energy plan, it is a program designed to guide and support members as they take their homes on a journey to zero carbon. It includes 100% renewable electricity and carbon neutral gas3 as well as digital tools which show members how they are using their energy, where they are wasting it, and how to live more efficiently. OVO Beyond forms a part of Plan Zero, OVO Energy’s long term business strategy to drive progress to net zero carbon living and help its members halve their total carbon footprint by 2030.
Sarah Booth, OVO Energy’s Director of Brand and Marketing comments:
“Optimism is powerful; it gives us a sense of agency and it inspires action. With this campaign, we want to highlight that although the climate crisis can be incredibly overwhelming, there is every reason to be optimistic. Our home energy accounts for 26% of our carbon footprint; by making changes to the energy we choose and how efficiently we use that energy, we can start to reduce that to zero. If everyone in the UK does this together, we could eventually reduce our national carbon footprint by over 101m tonnes per year. We have immense power and together we can take meaningful steps to change climate change.”
Will Thacker, co-founder of 20something adds:
"The narrative has to change. It’s time to stop ringing the fire bell and start putting out the fire. We are all aware of the crisis, but instead of creating more ecophobia, and contributing to climate anxiety, we need to give people hope and help them find realistic ways to act. This quote from a 20-year-old climate activist sums it up perfectly - ‘The greatest threat we face is not climate change, but the helplessness we feel in the face of it’."
The Specialist Works are leading the media planning and buying across Radio, VOD and TV, with flagship slots secured in ITV Central’s Liar and C4’s Celeb Bake Off. Cinema will go live from 27th March.
For more information on the campaign (live from Mon 16th March) visit www.ovoenergy.com/what-we-can-do
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For more information or interview time with Sarah Booth, please contact [email protected]
Creative Company: 20something
Producers: Julia Methold, Bridle Production
Production Company: Knucklehead
Director: Siri Bunford
Producer: Matthew Brown
Production Manager: Cat Irving
Director of Photography: Jim Joliffe
Production Designer: Marie Lanna
Casting Director: Anna McAuley
Offline Editor: Adam Rudd, The Whitehouse
Grade: Matthew Toullett, MPC
Post Production: Chyrs Aldred, Nineteentwenty
Sound: Munzie Thind, Grand Central Studios
Music: Provenance, Culum Simpson, RE:Sound Music, Grand Central Studios
VO: Hollie McNish
About OVO Energy
OVO was founded in 2009 to transform the energy market with cheaper, greener and simpler energy. Thanks to a focus on customer service and the development of new, clean energy technologies, the company has grown since then to become the UK’s largest independent energy supplier.
Notes to Editors:
OVO Beyond’s green energy and digital tools give members the ability to understand their energy usage, and helps them to use energy more efficiently and start their homes journey to zero carbon. Emissions from gas are often offset to deliver net zero emissions OVO Beyond goes further than this. As well as offsetting all emissions from gas and electricity, its digital products track energy usage through time. This information is used to help members to understand their energy usage, giving them insights and tips which will enable them to reduce their total energy usage through time, thus reducing their total carbon footprint.
1 Based on analysis carried out by the Carbon Trust for OVO Group (2019), 26% of an average individual’s carbon footprint in the UK comes from energy. In this analysis, the carbon footprint includes the following lifestyle categories: energy, transport, shopping, food and drink and holidays. See table here for each category. This excludes emissions from things that the average person cannot directly control such as supporting the NHS, defence, government bodies, etc.
2 OVO Beyond can reduce the net carbon emissions from the home energy used by the average UK household by approximately 4 tonnes of CO2e per year, compared to the UK grid average (based on the average household's energy use in a year according to BEIS (2019))
To measure this impact, we compared the carbon emissions that the average person in the UK would have with OVO Beyond to the carbon emissions they would have if they were with a supplier that had the UK grid average fuel mix - this was calculated by experts at The Carbon Trust.
We then multiplied the total carbon emissions avoided by the total number of households in the UK that use gas and electricity (according to ONS (2019) and BEIS (2018)).
This figure was then subtracted from the UK's total carbon emissions figure (source: Beis (2020)).
3 By providing 100% renewable electricity and 100% carbon neutral gas (15% green gas and 85% offset) and offsetting all associated lifecycle carbon emissions involved in the production and consumption of your energy, OVO Beyond reduces your yearly carbon emissions from the energy used in your home to net zero.