303 switches the future on energy consumption

303 is behind a push to change West Australians from being leaders in energy consumption to leaders in conservation. This tvc for the Future Energy Alliance was directed by Phil Meatchem from Filmgraphics Entertainment with visual effects by Resin.

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

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

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

“Unlike water, where you can see a leaky tap, with electricity 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 help demonstrate a tangible effect of using too much energy, and create an emotional connection to our environment.”

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

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

Credits

Managing Director/Planner – Alan Taylor

Strategic Planner – Derry Simpson

Group Business Director – René Migliore

Business Managers – Kirk D’Souza, Nikki Sinclair

Creative Director – Lindsay Medalia

Art Directors – Richard Berney, Nick Evans

Writers – Dav Tabeshfar, Lindsay Medalia

Media Planner / Buyer – Angela Raso

Agency Producer (Freelance) – Chantelle Edwards

Director – Phil Meatcham (Filmgraphics)

Producer – Leah Churchill-Brown (Filmgraphics)

Visual Effects/Animation/Post – Resin

Photoshop – James Hawkes (The Office of John Cheese)

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