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British Gas Energy Trust says ‘You’re not alone’ with a cuppa

Nucleus and British Gas Energy Trust show that the brand’s debt service is accessible to everyone

Georgie Moreton

Deputy Editor, BITE Creativebrief


In a time where there is so much that divides people, the quintessentially British cup of tea is one thing that continues to unite people and provide comfort. In British Gas Energy Trust’s new campaign, ‘You’re not alone’, cups of tea and the mugs they are presented in are used to represent the vast array of customers the energy company has served over the years and reinforce that the brand’s debt service is accessible to everyone, no matter their provider.  

The new campaign by agency Nucleus sees British Gas aim to bring help to those struggling with the rising price of energy. It champions the work of the British Gas Energy Trust, an independent charitable trust funded solely by British Gas, that provides advice and support to those facing financial hardship.

The creative, shot by Untold Studios and Chelsea Bloxsome, shows how the British Gas Energy Trust has so far helped over 500,000 people since its inception in 2004. Through the use of the visuals of thousands of mugs, these mugs aim to represent the scale and diversity of conversations between the British Gas Energy Trust and the people they support.

“A hot cuppa is a clear symbol of energy usage but also such a simple way to communicate a comforting chat. And this is how the British Gas Energy Trust’s support begins, with a conversation.” explained Micky Tudor, Chief Creative Officer, nucleus. “So it felt only right that we represent their thousands of conversations with as many different mugs as we could get our hands on. Creating a campaign which shows that no matter who you are, and no matter who your energy supplier is, the British Gas Energy Trust is here to talk.” 

Recent reports estimate that 1.4 million households are currently behind on their electricity and gas bills primarily due to the lasting impact of the pandemic on employment and subsequent cuts in Universal Credit. British Gas is therefore aiming to see those most impacted by the rising cost of energy to provide them with the advice and support they need.

“Starting a conversation about financial struggles can be one of the biggest barriers to getting help, which is why we founded the British Gas Energy Trust in 2004. Now more than ever before, we want people across the UK who are facing financial hardship to know they’re not alone and there is help out there if they need it.” commented Catherine O’Kelly, Director, British Gas Energy.

The British Gas Energy Trust is the only organisation in the industry built to serve anyone, no matter who supplies their energy. It funds over 50 frontline advice services in local communities, and awards grants to remove energy debt, fund emergency fuel credit and provide boiler replacements. 

The ‘You’re not alone’ campaign runs across TV, VOD, radio, DOOH, press and digital.

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