Helping 100,000 customers save on their energy bills in North West England

• Take Charge is a free and impartial service funded by SP Electricity North West, which we deliver in partnership with Citizens Advice in the North West.
• It provides free and impartial energy advice, debt support and information on funding for energy efficiency home improvements to households in the North West of England.
• We’ve been delivering the marketing campaign for the service since its launch in 2023.
• The service has helped nearly 100,000 customers to date save on their energy bills, with an average annual saving of £313 per customer.
• In Greater Manchester, the service has helped residents save money, reduce debt, carry out home upgrades and improve wellbeing.

Take Charge was created to help households in North West England reduce energy bills, get support with debt, access benefits and financial support, and secure funding for energy efficiency home improvements.

The service is open to all residents within SP Electricity North West’s operational area. Advice is delivered by Citizens Advice and SP Electricity North West, with a focus on reaching those in crisis, in fuel poverty, just about managing or who are likely to make energy saving home improvements.

We were tasked with creating a recognisable brand for Take Charge ahead of its launch in 2023 and delivering ongoing marketing activity to encourage uptake of the advice service.

We developed a unique identity for the service, naming it ‘Take Charge’ to empower our audience to seek the support they need.

We also planned and delivered a multi-channel marketing campaign to promote the service. This involved:

• Creating marketing assets and a website, which was refreshed in 2025 to include low carbon advice and a new look, reflecting audience research.
• Delivering a campaign across SP Electricity North West’s area to encourage uptake of the advice service. This included radio advertisements, out of home advertising, direct mail, paid digital, influencer campaigns, PR, partner engagement and events.
• Devising an out of home campaign with Transport for Greater Manchester to promote the scheme.

We continue to run the marketing activity for Take Charge, working in close partnership with SP Electricity North West to devise a strategy that meets their objectives.

This includes carrying out annual research to measure brand awareness and provide customer insight. The campaign focuses on hard-to-reach groups to ensure everyone has equal access to the service

Visibility

In 2025, prompted brand recognition of Take Charge in Greater Manchester was at 45%.

In 2024/25 the campaign achieved:

• 8m reach through PR activity
• 84k reach through local influencer collaboration
• 3.7m reach through radio
• 30k website users

The campaign was also shortlisted for three Prolific North Marketing Awards (Best Social Purpose Campaign, Best Not for Profit Campaign, Best Large Budget Campaign), and featured on BBC North West Tonight.

Impact

The service has helped nearly 100,000 customers to date save on their energy bills, with an average energy bill saving of £313 per customer.

Beyond the savings, customers have reported greater financial stability, better wellbeing and improved living conditions thanks to the support they received.

Sam* based in Bury, Greater Manchester received a full package of energy efficiency and income maximisation advice. She now has greater peace of mind and improved resilience in the face of potential power outages, while also benefiting from ongoing help to manage household bills.

Pete* from Manchester had a total of £871.34 confirmed energy debt written off. He now has more manageable energy costs and no outstanding debt, providing him with greater financial stability.

Mumta* from Manchester applied for an Eco Flex grant and installed improvements worth over £20,000. Thanks to these improvements, Mumta has significantly reduced her gas usage, going from being in debit to being in credit. Mumta’s solar panels have reduced her electricity bills by a third. The grant scheme has had a positive impact on Mumta’s wellbeing.

Karen* from Manchester received £492.61 towards her £600 water bill debt. Take Charge also helped her to access a grant to buy a double bed, after sleeping on a sofa for several years.

*Names have been changed for customer anonymity.

Speak to us today about how we can help you engage residents, deliver retrofit at scale, and connect households with funding and support.