By 2015, the price of our electricity will be 415% more expensive than in 2007. Building more coal-fired power stations isn’t the answer. We simply can’t continue consuming electricity the way we’ve been used to.
We must save.

In August 2010, the City demolished Cape Town’s aging Athlone cooling towers, widely regarded as an eyesore. They symbolised Capetonians' old ways of consuming electricity. We used the demolition to kickstart our campaign which included; Press, Poster, Direct Mail, Website, Mobile and Internet Film, Alternative Media, One-to-one Engagement, Communication Design and Collateral.

Throughout our campaign we showed Capetonians the consequences of not saving electricity as well as the practical tips in order to save electricity and so, save money and the environment.

We designed a logo to anchor our electricity saving message. As it's relevant to consumers everywhere, we licensed it through Creative Commons. It's our hope that it will be used in many more cities around South Africa, Africa and the world, serving as a constant reminder to save electricity.

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