Context
Under current National Planning Policy Framework (NPPF) (up to July 2024) widespread building of huge solar ‘farms’ on the greenbelt and fertile agricultural land is prioritised to meet the UK’s Net Zero targets.
The Challenge
To encourage the Government to fully realise the contribution that installing solar panels on the roofs of car parks, warehouses, public building and our homes can make in delivering much of the solar energy we need and ensure that a ‘Roofs First’ approach is a formal part of the NPPF.
Our Approach
Through digital messaging to test what the public felt about a ‘Roofs First’ approach, we developed a campaign narrative that resonated and motivated them to act.
Solution
Set up a nationwide #RoofsFirst campaign, encouraging people to help to save our British rural landscape by writing to their local MP and Secretary of State for Energy and Net Zero.
Created and managed this campaign across a range of social media channels, increasing the campaign’s profile, engaging with MPs, engaging with solar champions, stakeholders and other organisations such as CPRE to raise awareness that there are better ways of delivering the renewable solar energy we need.