BC Hydro begins conservation campaign
By Adnews Staff
BC Hydro has begun a new campaign that encourages residents of that province to conserve electricity. The campaign, produced by DDB Canada and Tribal DDB of Vancouver, includes television, radio, out-of-home and online advertising. The ads direct consumers to a website at <http://www.bchydro.com> for information about conservation and provincial energy self-sufficiency. The two 30-second TV ads, called “Teach” and “Power of One,” contrast images of various people with the image of a boy turning off a light as he leaves a room. The ads feature a number of well-known British Columbians including Rick Hansen, Marc Garneau, Chief Dan George and Roger Nielsen. “Most electricity users are not aware of their environmental footprint, nor do they realize the smallest change in their energy consumption behaviour can contribute to the BC’s long-term goal of serving domestic needs within BC’s borders,” said Dean Elissat, group account director at DDB Canada. “The new electricity conservation campaign inspires an attitudinal shift and sets the stage for future behavioural change. Even if you’re not someone like Rick Hansen, you still have the power to instigate change with others and help conserve electricity.”