Educating National Grid customers to get power cut prepared

Founded in the knowledge that most people feel powerless during an outage, we took the opportunity to demonstrate that National Grid are the ones who can bring them out of the dark – inspiring customers to ‘Get Switched On’. 

This integrated campaign aimed to educate customers on how to better prepare for power cuts. We created social content on TikTok, Instagram and Youtube that mimics what our audience already engages with, through Vox Pop-style interviews and Creator-led content. But we also offered practical advice more simply, especially for our more vulnerable audience who would qualify for the PSR, across radio and Facebook. The goal was to encourage the audience to remember the 105 helpline number, sign up for the Priority Service Register if eligible, and prepare their homes, should a power cut happen.

Our ‘Get Switched On’ campaign significantly exceeded targets with over 104 million views of our creative across  TikTok, YouTube and Meta. This helped to generate a 900% uplift in visits to their content hub and 87.5% uplift in signups to their priority service register – both in comparison to their 2023/24 winter campaign.