Objectives

Generate maximum awareness about npower’s work with the English Federation of Disability Sport and its work with four Wildlife Trusts. To create positive feelings towards the npower brand. To communicate that social responsibility and investing in the community are key to npower’s approach to partnership working and everyday operations.

Strategy and tactics

Extensive media relations campaign including individual events and in the case of disability sports, regional championships. Team building volunteering opportunities, achievement-based awards evenings, educational activities and competitions all form part of the community investment strategy.

Outcome

In 2004 community activity generated PR to the value of £865,000 including six pieces of TV coverage, 12 radio interviews and widespread regional press coverage.  The work Ptarmigan has done to promote npower’s sponsorship of disability sport has been nominated for two 2005 Hollis Sponsorship Awards.