Magazine article Marketing

Marketing Society Awards for Excellence 2005: Cause Related Marketing

Magazine article Marketing

Marketing Society Awards for Excellence 2005: Cause Related Marketing

Article excerpt

WINNER Client: British Gas Agency: In-house  COMMENDED Client: Department of Health Agency: Abbott Mead Vickers BBDO 

Britain is the fourth-richest country in the world, but there were more than 4.4m households classed as living in poverty in October 2002, of which more than 2m were living in 'fuel poverty'.

In response to this crisis, and understanding that fuel poverty has a major impact on its business,British Gas set up the Here to Help customer programme. This brought together the private, public and voluntary sectors to tackle the problem.

The programme provided a range of help for poorer households, including: free insulation to help keep homes warm and reduce fuel bills by a third; a benefits health-check, which generates an average of an extra pounds 1400 a year in income per eligible household; and a British Gas fuel discount and cold weather payment.

To explain the benefits, the firm implemented a major communications plan which engaged social housing providers, customers, key stakeholders and national and regional media.

The strategy encompassed the dual aim of raising awareness among affected households and showing British Gas in a favourable light. The cost of the programme was set at pounds 83. …

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