Standby for TV energy efficiency ads

A series of TV adverts made by Shane Meadows, director of This Is England and A Room For Romeo Brass are driving home the importance of energy efficiency.

Government says the campaign has been launched as a surge in the number of advice line calls suggests that large numbers of people are keen to take up schemes to help them cut their heating bills.

The television adverts follow the announcement of a £1 billion government package offering assistance to householders, particularly the elderly and those on low incomes, to make their homes more energy efficient.

They focus on the efforts of a dad to get his family to cut down on their energy use, cutting their bills and their CO2 emissions as a result.

Statistics from the Energy Saving Trust's ACT ON CO2 advice line show that since the announcement, phone calls have more than quadrupled, with people seeking information on how to take up the offers.

Environment Secretary Hilary Benn said: "We [have] set out assistance to help people cut their energy bills permanently. We now need to do all we can to ensure they take up this help. This advert is part of that drive.

"I am encouraged that following our announcement, people are looking to take action to cut their fuel bills and save energy at the same time. We now need to build on that enthusiasm."

Around £560 million of the £1 billion adds to the existing energy efficiency programme CERT (Carbon Emissions Reduction Target), which funds subsidised improvements such as loft and cavity wall insulation.

Sam Bond



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