RWE npower Climate Cops

Through Climate Cops, they’re reaching the heart of local communities around their sites – touching a wide range of people, including parents, teachers, shop keepers, councillors and journalists. The style and tone of Climate Cops also reflects and enhances the npower brand – which aims to be young, dynamic, forward thinking and personal.

When the programme launched in November 2007, the green issue was a key topic of debate and one that the media and consumers were fascinated by. In 2009, with the economic downturn and global recession, priorities changed: cost and price reverted to being much more important considerations – against this backdrop, talking about green issues risked looking irrelevant and even insensitive.

Responding to this, RWE npower developed a new programme for Climate Cops – one that they felt would help time-pressured, cash-strapped parents – the No Power Hour. This campaign focused on encouraging kids to return to more traditional, outdoor activities during their school holidays, such as going for a bike ride or playing football in the park.

The success of this campaign (especially the widespread national PR coverage) proved it struck a chord with parents who were looking for no cost solutions to keep their kids happy and engaged.