New energy for old buildings
The nation's custodian of special places devised an ambitious renewable energy investment programme to reduce their reliance on fossil fuels and increase the amount of energy they get from renewable sources.
A communications strategy that incorporated local, national print, online and broadcast media, in partnership with Good Energy, saw the scheme gain significant media traction. A rich variety of spokespeople conveyed the key messages on the initiative in a credible and engaging way.
The programme also gave the opportunity to communicate on how people could take steps in their own lives to reduce their environmental footprint through simple actions.
Leading by example, practical advice enabled the nearly six million strong members and many more who engaged through media channels to pledge to reduce their own environmental footprint.
This approach ran in parallel with an advocacy campaign to influence government policy on renewable energy, alongside a number of NGO partners, and exposed the trust to a number of potential commercial partners.