Using an iconic British soap to power up the UKs transition to energy efficient heating
Home heating accounts for 18% of global emissions, making it a key focus in the UK Government’s Clean Energy Mission. But encouraging households to switch from traditional gas boilers to low-carbon heat pumps remains a challenge — involving unfamiliar technology, costly installation, and misinformation. Our brief was to raise awareness, improve understanding, and inspire action, all within a modest budget.
We partnered with ITV and Emmerdale to deliver a powerful, story-led integration that brought heat pumps into people’s living rooms in a way that felt natural and engaging. The installation of a heat pump was featured within two episodes, at the home of Dr Liam Cavanagh — a character known for his environmental values. This was supported by a co-branded TV ad voiced by Emmerdale cast and filmed on set, and amplified through behind-the-scenes social content in which Dr Cavanagh addressed viewers directly.
The campaign benefited from additional endorsement featuring ITV’s Project Planet badging and boosted media support.
The campaign had a measurable impact. Awareness of the government’s heat pump grant rose from 48% to 56%, while understanding of the scheme nearly doubled. Among ITV viewers, 62% said they would consider installing a heat pump, compared to just 28% of non-viewers, and 59% said they would be likely to apply for the £7,500 Boiler Upgrade Scheme grant. Most importantly, the campaign drove real-world action — contributing to a 52% year-on-year increase in grant applications between March and May 2025.
Through the power of entertainment and trusted characters, we turned a complex and often overlooked topic into one people could relate to, understand, and act on.