Carat
British Gas
Green up your life

Environmental issues are a hot topic in the 21st Century and raising awareness among young consumers could have a significant effect on the future of the planet.

British Gas recognised it had a poor public perception of the amount of carbon it emits per household, when, in reality, its figures were among the lowest of the major energy suppliers.

In a bid to re-educate a generation, Carat devised the British Gas-sponsored Generation Green programme, which aimed to promote environmental awareness and bring schools and communities together.

Television formed the backbone of the campaign, as Carat teamed up with ITV and Endemol for a series of ad-funded TV programmes designed to engage and motivate children and change parents' preconceptions about British Gas.

With the strapline "Green up your life", the series of 10 five-minute programmes featured three teams of Eco-Ranger kids who competed against each other to complete environmental challenges each day. Each programme included examples of environmentally friendly behaviour that children could emulate at home.

A voiceover at the end of each show directed viewers to ITV.com/citv for more information and to play the Eco-Rangers game online.

Ads ran during a range of family friendly shows such as The X-Factor and the Pride of Britain Awards, which were supported by cinema foyer six-sheets around key autumn releases.

The television shows were seen by 525,000 children and a repeat airing of the series in 2009 had comparable viewing figures. Every child who saw the show and played the online game said they learned something new, those who watched the show said they were 78% more likely to talk about green issues frequently and 90% of those who played the online game said they would tell their friends about it.

Shortlist

• MediaCom
  GlaxoSmithKline
  Breathe Right


• Mediaedge:cia
  Specsavers
  Gok Wan Specspert


• Mindshare
  Nescafe
  Nescafe Dolce Gusto