British Gas has forged a 5-year partnership with the charity Shelter, aimed at alleviating distress caused by homelessness. Based on a true story, Louise’s Story is designed to be emotionally engaging, conveying the essence of what Shelter does and why British Gas’ employees should personally support the corporate partnership.
A nationwide premiere was rolled out to all British Gas’ 35,000 employees on December 1st 2013. Screened on a loop every day during the run up to Christmas at all British Gas offices/depots etc, a heartfelt appeal was made to employees to donate the last hour of their 2013 pay. Following Christmas, the main Shelter film (without the pay donation message) will be used throughout 2014 and beyond.
MEASURES OF IMPACT AND EFFECTIVENESS
After December 2013, British Gas and Shelter will know how much money has been raised by employees in response to the ‘last hour of pay’ campaign. During 2014 and beyond, this figure will rise substantially as British Gas employees embark on a range of ongoing fund raising initiatives.