takeCHARGE ScallyWags

takecharge scallywag header insulation

takeCHARGE is Newfoundland and Labrador’s energy efficiency program. takeCHARGE combines the expertise and customer reach of Newfoundland and Labrador’s two electricity utilities: Newfoundland Power and Newfoundland and Labrador Hydro. They work together to bring energy efficiency awareness and rebate programs to the province.

m5 works with takeCHARGE as their agency of record and has improved the program’s awareness levels over the past three years. For the new insulation and thermostat campaign, we wanted to bring attention to what is not easily seen – energy loss. Our research showed people respond more to a loss today, then a potential gain tomorrow. So messaging around the energy and money being lost everyday in your home is more powerful than the potential savings down the road. Every month you wait to insulate, is money out of your wallet. Our creative team developed the device of the scallywags to personify energy loss and make the invisible tangible. The campaign rolled out with television spots, digital and social elements and new online tools to help people plan their projects.





takecharge insulation tools




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