Smith UK Ltd
Ideas Factory NUA,
St Andrews Hill, Norwich, NR2 4SN
Smith featured in PR Week when a review of environmental campaigns referenced our work on the community campaign Cut Your Carbon.
Under the heading "EEDA's Carbon Plan Was A Super Idea ..." the campaign created by Smith was applauded as engaging and effective.
Cut Your Carbon wanted to inspire and support communities in the east of England to reduce their carbon emissions. The team wanted a campaign that would engage communities in the often very dry and serious subject of climate change. The creative solution developed by Smith was a campaign based on a theme of everyday superheroes. This idea stemmed from the notion of ordinary people engaged in small, everyday energy saving acts that would ‘help save the planet'.
Adrian Kimpton of Smith says: "The juxtaposition of something large and earth-threatening with the small and individual went to the heart of what the client wanted to communicate."
Smith extended this idea by involving the public in the creation of the promotional materials. Members of the public were dressed as superheroes and placed in community centres, clubs and public spaces around the region creating not only a photographic resource for the campaign but also profile raising events in public spaces.
Since its launch, 116 communities have registered online and the most active groups have around 2,000 members in total. In total, nine community projects have been allocated funding.
Alex Menhams, Communications Manager for Cut Your Carbon said:
"The campaign concept that Smith developed and implemented for Cut your Carbon is working really well. It conveys the essence of a complex proposition and stands out well against the tide of greenwash all around us so we get instant recognition from everyone who has encountered the campaign. The approach is very flexible and we been able to apply the everyday heroes themes across all our collateral, media and field marketing activity. Smith worked very closely with EEDA to define the campaign identity and then applied this across a number of marketing channels. A critical element of the campaign was the requirement for high quality photography, and Smith creatively directed a range of photography both with models and real life communities which has become the main driver of our successful approach."