303 switches the future on energy consumption

303 Perthis behind a push to change West Australians from being leaders inenergy consumption to leaders in conservation. This tvc for the FutureEnergy Alliance was directed by Phil Meatchem from FilmgraphicsEntertainment with visual effects by Resin.

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As well as the TVC, 303 has developeda comprehensive public education and behaviour change program.

303 Head ofPlanning, Derry Simpson, said “Our experience in creating social marketing andsocial responsibility campaigns has taught us that if we wantto create long-term behavioural change in the community, we have to start bygetting people to understand, and take ownership of the problem itself. And weneeded to find a way to create emotional engagement with the issue.”

Group BusinessDirector, René Migliore said ‘Switch theFuture’ is the beginning of the program – a multi-channel campaign includingtelevision, press, radio and outdoor over the summer. The other elements to theprogram will roll out over the next three years.

“Unlike water, where you can see a leaky tap, withelectricity it’s a case of out of sight, out of mind. So for Switch the Future,we’ve enlisted the help of the WA native Chuditch, or Western Quoll to helpdemonstrate a tangible effect of using too much energy, and create an emotionalconnection to our environment.”

Launched lastmonth by Energy Minister Peter Collier, ‘Switch the Future’ highlights theState Government’s approach to improving energy efficiency across all sectorsof the community.

“Inefficient use of energy drives up infrastructurerequirements, which costs the State, and therefore electricity users, tens of millionsof dollars to fund. This campaign will highlight how easy it is to changeour behaviour and reap the rewards of such change.”

Credits

Managing Director/Planner – Alan Taylor

StrategicPlanner – Derry Simpson

Group BusinessDirector – René Migliore

BusinessManagers – Kirk D’Souza, Nikki Sinclair

CreativeDirector – Lindsay Medalia

Art Directors -Richard Berney, Nick Evans

Writers – DavTabeshfar, Lindsay Medalia

Media Planner /Buyer – Angela Raso

Agency Producer -Chantelle Edwards

Director – PhilMeatcham (Filmgraphics)

Producer – LeahChurchill-Brown (Filmgraphics)

VisualEffects/Animation/Post – Resin

Photoshop -James Hawkes (The Office of John Cheese)

Future EnergyAlliance – Vanessa Heaperman, Debbey Tindall, Lana Abro, Kylie Roe (Synergy),Miriam Borthwick, Joanne Wheeler (Western Power), Michael Smith (BlackHouse)