Toronto Hydro

The Challenge

Toronto Hydro needed a multi-channel education and communications program that would demonstrate to consumers how the company could help them conserve energy and save money on their hydro bills. The messaging needed to be informative but not didactic; the visuals needed to be fun and engaging but not comical.


The Plan

Green Living developed and designed several dynamic and informative bill inserts that promoted Toronto Hydro’s Power Up campaign and encouraged consumers to participate in programs such as the Refrigerator Roundup, Great Exchange and Spring Turn On, and also to Keep Cool, Take a Load Off, and Beat the Peak. Green Living also produced radio ads for the campaigns, and signage and booths for associated product giveaways. In addition, we created an animated LED promotion for Power Up, to be displayed at BMO Field during soccer games.


The Result

Toronto Hydro reports that each campaign was a huge success with the target audience. The Take a Load Off campaign, which encouraged customers to purchase an energy-efficient washer and receive a free drying rack and an $80 instant rebate, resulted in the purchase of more than 1,200 units. The Great Exchange, which aimed to reduce the strain on the city’s energy grid, resulted in the collection of 8,000 air conditioners, 1,900 dehumidifiers and 150,000 inefficient light bulbs from consumers. The campaigns won several communications awards for Toronto Hydro.