300million creates fuel poverty campaign

300million has revised the identity for the Energy Retail Association’s Home Heat Helpline and created a campaign to raise awareness about available support for those in fuel poverty.


The aim of the campaign, launching today, is to communicate the range of support available to those who spend more than 10 per cent of their income on fuel.


While the Government’s scheme Warm Front has today been slammed because its grants do not cover the extra costs incurred in insulation upgrades, the ERA’s scheme offers free insulation, as well as grants.


300million won the project through a referral in October, having convinced the ERA it was up to the brief after a credentials presentation.


Dom Bailey, director at 300million, explains that the team was asked to create a stronger visual identity for the ERA’s Home Heat Helpline, looking at ways of making the Home Heat offer more accessible, and underlining eligibility for an audience beyond the elderly.


‘The brief was to have a consumer-facing brand that needed to be easy to understand and instantly recognisable,’ says Bailey.


‘[For the identity] we opted for a simple lock-up device, rectangular in shape and with a protective area, so that wherever it might be applied, it has stand out and visibility,’ he adds.


The orange, red and yellow colour palette has been chosen for its association with warmth, heat and energy.


The website, http://www.homeheathelpline.org.uk, also devised by 300million, launches today.


Energy companies, which are represented through the ERA, have committed to providing up to £4bn in assistance to vulnerable customers between 2008 and 2011, which can be accessed through the helpline.

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