Understand your audience. Images depicting solutions to climate change generated mostly positive emotions.
There is a strong demand for renewable electricity in the UK, which exceeds current supply. Demand is driven both by electricity supply companies wanting to meet their statutory renewable requirements, and by customers who want to buy less environmentally damaging energy.
Wind turbines are a mature sustainable energy technology. They have high levels of public acceptance both at national level in the UK and around sites where they have been installed, although a minority of vocal opponents often block planning permission for wind developments. Developments with small numbers of turbines, away from areas of particular scenic beauty, are the most acceptable to the public. This is the market sector that Ecotricity has pioneered and developed.
WHAT IT SHOWS: wind turbines in Green Park, Reading. Ecotricity - 2007 Ashden Award winners.