E.ON
Pollution-Eating White Paper
Air pollution is the UK’s number one public health priority, contributing to 1 in 20 deaths. Energy supplier E.ON already offers innovative clean energy technologies to help reduce emissions for both the consumer and business markets. But much more needs to be done.
To highlight E.ON’s commitment to improving air quality, we created a ‘white paper’ like no other - the world’s first pollution-eating document.
The white paper was printed on a special stock infused with titanium dioxide - a compound with photocatalytic properties. Developed by a carbon-neutral paper mill, when it’s combined with light it reacts with airborne pollutants (eg nitrogen oxides), breaking them down into harmless by-products (nitrates).
So, while you’re reading about E.ON’s plan of action to help reduce pollution, the document itself is already helping clean the air around you.
Distributed to 140 key opinion formers, the Pollution-Eating Paper delivered strong engagement and generated an exclusive set-piece interview with The Times.
The Pollution-Eating paper was part of E.ON’s ‘It’s Time To Clear The Air’ activity.
The campaign has significantly impacted how people view the brand and what it stands for. Awareness of E.ON as ‘an energy provider that cares about the environment’ increased by 99%. Perception of E.ON as ‘an energy provider committed to tackling air pollution’ rose by 129%. And the knowledge that E.ON ‘has home solutions that can help tackle air pollution’ showed an uplift of 96%.
Overall, people’s positive consideration of E.ON increased by 97%.
Awards
As part of the wider campaign…
Webby Awards; 1x Honoree
The One Show; 2x Shortlists
Effie Awards; 1x Shortlist
PR Moment Awards; 2x Shortlists
CIPR Awards; 2x Shortlists
Caples Awards; 1x Bronze / 4x Shortlists
PR Week Awards; 1x Shortlist
Masters of Marketing; 1x Shortlist
PR Week September Campaign of the Month