Ministry of Economy, Energy, and Tourism – Campaign for Energy Efficiency

Compared to the other EU members, the Bulgarian economy wastes more energy. For common Bulgarians, the energy responsibility starts and ends with the paying of the electricity bill. The Bulgarians usually do not consider the surplus number of running lamps or electric appliances. The campaign of MEE aims to educate the people to be responsible for the environment and to give a personal example. Our tasks: To create the corporate identity of the campaign (name, logo, and slogan) as well as prepare and execute a national print campaign.

Country: BulgariaAgency:ACTIVE GroupClient: Ministry of Economy and Energy, Bulgaria

Get to know the full case, details and more

scroll down

Back to overview

The project

Compared to the other EU members, the Bulgarian economy wastes more energy. For common Bulgarians, the energy responsibility starts and ends with the paying of the electricity bill. The Bulgarians usually do not consider the surplus number of running lamps or electric appliances. The campaign of MEE aims to educate the people to be responsible for the environment and to give a personal example.
Our tasks: To create the corporate identity of the campaign (name, logo, and slogan) as well as prepare and execute a national print campaign.

The Challenge

To make people understand that saving energy means not only save money but to also save nature and its sources because they are limited. To make people understand that small changes in thinking and behaviour now will lead to significant results in the future.

The Solution

Focus on provoking the feeling of responsibility towards nature, environment and other people. Make visuals that are clean, modern and attractive for all target audiences. The concept was implemented in the slogan: “Save energy to have nature”. We approached for a partner the Union of the Publishers in Bulgaria (UPB), with more than 90 editions with different audience and format published our print ads. We reached more than 350 ads with a special discount for the Client.

The Result

This was one of the first campaigns to change the image of the ministry and to illustrate the human side of the environmental problem. It clearly demonstrated that every citizen should be responsible and instead of being part of the problem should become part of the solution.