This campaign for Warm This Winter, an anti-fuel poverty coalition, challenged public perceptions around energy use and the UK’s reliance on gas. Despite rising gas market prices contributing to fuel poverty, misinformation and entrenched narratives were discouraging the adoption of renewable alternatives.

Using insights from Media Bounty’s ‘Persuadables’ research, the campaign reframed the issue with a clear central message: that ‘gas is holding Britain back’. Delivered across OOH and print, the creative used bold, direct statements to cut through public discourse and prompt re-evaluation of energy dependence in everyday audiences.

The campaign contributed to measurable shifts in perception, increasing belief that reliance on gas disadvantages the UK, while also driving a significant uplift in consideration of renewable energy solutions.