PSR CAMPAIGN

Working in partnership with WWU and SGN, we developed an awareness campaign for the Priority Services Register (PSR), which provides additional support to vulnerable customers during interruptions to essential power services.

The campaign was supported by multiple utility providers so needed to remain brand-neutral as well as creating a sense of urgency without causing alarm or fear. Direct simple questions within the campaign kept this message concise and to the point. Explanatory copy beneath the campaign gave more details. This campaigns job visually was to get the audiences’ attention enough to read the info and sign up if needed. A mixture of both stills and video assets were created to test which the viewer responded to more - the answer? video, but only slightly.

It was aimed at 4 groups (the Elderly, those with a disability, anyone with a child under 5 and those who are chronically ill or caring for someone chronically ill). Two versions of each focus groups assets were created - one for who it directly concerned and one for people who adjacent to them. This meant we could potentially get double the hits.

Accessibility was a key focus, with all creative assets designed to meet the contrast and readability standards, ensuring content was inclusive and accessible for the visually impaired audiences.