Copy of NSW Government "Save Power - TV" newspaper ad
(482k, JPG format)
Copy of NSW Government "Save Power - Business" newspaper ad
(1m, JPG format)
Copy of NSW Government "Save Power - Washing" newspaper ad
(290k, JPG format)
In papers, May 18-24
NSW State Government 'Black Balloon' campaign educates households and businesses on carbon pollution.
NSW State Government launched an education campaign last week to help households save power, keep energy bills down and reduce carbon pollution.
The What Can You Do in Your World campaign, running in both TV and major metropolitan newspapers, aims to foster community awareness about how their current activities can impact on their carbon footprint. For more information, consumers are directed to the website.
The campaign’s core concept centres on reshaping audiences’ attitudes about power consumption by showing them what the carbon emissions actually look like. This is achieved through black balloons, signifying how much pollution our everyday appliances produce.
The first ad from the press campaign targeted the common practise of leaving the TV in stand-by mode. Here the strategic role of Re(Appraisal) is employed by showing readers the amount of greenhouse gasses are still being emitted. Throughout the week, the creative introduced other ways households can reduce emissions through changing their actions.
Businesses are also targeted in this campaign, however, the financial incentive is more pronounced in these ads than in the ads targeting households. To get a firmer hold their small business audience segment, these ads appeared in the Investor and Money sections of the newspaper.
Learn more about the strategic role of (Re)Appraisal and how best to use it in newspaper advertising.
