Campaign Profile: A look at Cravens & Hundredth Monkey's work for NEWHeat
Following a two day Expo - Ignition 09 - which was held this week in Newcastle, here is a look at the two year campaign created by Cravens and Hundredth Monkey to prom
Cravens, the Newcastle based communications agency working alongside its PR partner Hundreth Monkey has been working on the two year campaign in the build up to the expo for Rural Development Initiatives and One North East to plan, brand and market the event.
Ignition09 was the culmination of a two year integrated campaign to launch and promote NEWHeat (North East Wood Heat) – a not for profit initiative backed by One North East designed to encourage and help businesses through the process of switching to wood fuel.
Held on 11-12 March at The Sage in Gateshead, businesses and companies were informed about the use of wood fuel and the long term benefits of switching to this renewable energy.
With the aim of both educating people about the wood fuel process and the importance of the forestry industry in the North East, the NEWHeat Initiative was launched on the first day of spring, in the heart of the region's commercial woodland.
A 'Heated Debate' was sparked under the leafy canopy of Chopwell Woods, with business experts discussing the merits and strengths of the scheme, generating widespread media coverage across regional and national business and industry press.
To support the launch, an animation showing the benefits of wood fuel was created while ambassadors who would be able to help spread the message about wood heat were identified, and given a way to communicate it – with videos and information provided on wooden data 'sticks'.
Continuing to raise awareness of the energy cycle in new and creative ways, NEWHeat also sponsored one of the region’s key events in its winter cultural calendar as part of the Northumberland Lights festival.
The Wood Rush, NEWHeat invited guests to get one their bikes and take part in a night time cycle ride through the region’s largest woodland areas, Kielder Forest which was illuminated with light installations.