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Essential Energy

A multi-channel awareness campaign to empower the community

Community Choices, a campaign that gives back to real local heroes is now in its second year. In 2020 a record 120,000 votes were registered, representing a 38% increase in audience engagement.

Empowering communities

Essential Energy work to maintain the poles and wires that deliver electricity to 95% of New South Wales and parts of southern Queensland. We were engaged as the creative lead for the launch of their leading social responsibility initiative, Community Choices. The program supports the community through funding for charities and not-for-profits that deserve a little boost. We developed advertising and marketing assets for a two-phased campaign — nominating through to voting — using a multi-channel approach that included video, press advertising and social media. Representing community groups this year included depictions of social distancing, and charities providing bushfire and flood relief to much of the network area were targeted.


  • Creative direction
  • Advertising campaign
  • Storyboarding and illustration
  • Animation and video editing
  • Script and copywriting
  • Display advertising
  • Social media advertising
  • Organic social media
  • Press advertising

Delivering a full creative service

Working with Essential Energy’s bold colour palette we first scripted, illustrated and animated a Video Commercial. A video format was chosen to explain the components of the charitable election — ensuring the goals and purpose were clearly defined. The illustrative approach was adapted for the press campaign and paid and organic social media encouraged community participation.

Setting new goals

The campaign continued to raise awareness for the initiative, and a total of $175,000 was shared by 129 successful groups across Essential Energy’s 20 network zones. Participation increased by 38% and a record number of nominations received. Following the success of Community Choices, we have created more multi-channel community awareness campaigns, including a Cotton Harvest Awareness and Community Halls.

Even the biggest hearts deserve a little boost.

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