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Promoting the use of photovoltaic solar technology across all strands of society

Sectors
Energy, Environment & Climate Change, Manufacturing Industries
Services
Public Relations
Areas of interest
Photovoltaic, Solar, Benefits

Overview

A pan-European benefits campaign was launched by EPIA in 2010 to promote the use of photovoltaic solar technology to a wider audience, covering all strands of society, from EU policy- makers to businesses, NGOs to consumers. A major component of this campaign was a multilingual web platform, which was to act as an information hub and bring together all online channels. ‘Your Sun, Your Energy’ was awarded the 2011 European Public Affairs ‘Digital Campaign of the Year’ award.

Problem/approach/solution

The ‘Your Sun, Your Energy’ campaign was launched to promote the benefits of photovoltaic solar energy, educate those not familiar with its applications, and provide accurate, up-to-date information to the public. The slogan and logo were used as an umbrella brand for the entire European PV industry. It carried a positive message aimed at achieving grassroots support for photovoltaic technologies deployment, while creating new markets and influencing the political debate. 

Cambre worked hand-in-hand with EPIA to understand the challenges and priorities of the photovoltaic industry within the renewable objectives of the EU and beyond. A pan-European communications programme was rolled out, with special focus given to value-chain and online communications. A large collection of printed and digital tools was developed to equip EPIA members and align their messages.

The ‘Your Sun, Your Energy’ web portal – which was translated into English, French, German, Italian and Spanish – included geotagging functionalities to adapt the design of the site depending on the visitor’s country of origin. Strong emphasis on social media contributed to spread the reach of the campaign widely and rapidly. Media outlets also followed the campaign from its launch. Articles appeared in Euractiv, WallStreet Online, Le Point, European Energy Review and GDO Week.

As a testament to the success of the campaign in the environmental policy arena, ‘Your Sun, Your Energy’ was awarded the European Public Affairs Award for ‘Digital Campaign of the Year’ in November 2011.

Cambre also helped EPIA with dedicated communication campaigns around the COP15 and COP16 United Nations Climate Change Conferences in Copenhagen and Cancun. A global coalition with over 40 different organisations was set up to promote solar energy as a viable way to reduce emissions. Activities included the development and dissemination of print and online materials, airport advertising, toolkits and also an online petition demanding more solar power.

Links

www.epia.org

www.renewableenergymagazine.com/article/pv-industry-must-catch-its-breath-says

Related work

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