Energy · European Union — Step Up campaign · 2025

Step Up: Energy Access, in Every Channel at Once

Energy access is a national conversation. It only becomes one if the campaign shows up everywhere people already are.

People reached

6 weeks

Campaign duration

Channels run in parallel: TVC, radio, digital, influencer, OOH

The challenge

The EU's Step Up campaign on energy access in Ethiopia needed to land with ordinary households, not only with sector audiences — in six weeks, across a country where the media diet shifts sharply between a TV in Addis, a radio in a regional town and a phone in a young person's hand.

The approach

01
Assisted in the roll-out across every channel in parallel, so a household met the same message on TV, on radio, on their feed and on the street within the same week.
02
Built the creative around recognisable people and everyday moments — work, food, a shop staying open — rather than around infrastructure imagery.
03
Ran influencer activations alongside paid digital so the campaign carried in Amharic on the platforms young Ethiopians actually use.
04
Placed OOH in key cities across the country to give the campaign physical presence beyond the screen.