State electricity retailer Synergy, partnered with Nani Creative to co-design culturally-informed energy-saving resources aimed at helping First Nations customers reduce their power bills.
Creating space for meaningful consultation and collaboration with Synergy First Nations customers, Nani facilitated co-design workshops in Albany, Northam and Perth. These focussed on understanding first-hand the energy experiences, needs, challenges and engagement barriers faced by First Nations customers across the South West Interconnected System (SWIS).
From these workshops, we developed an animated film and printed resource featuring simple, practical tips - focussing first on energy-saving for the warmer months. Tips that are easy to put into practice, and as relevant for households in Albany or Perth, as in Geraldton or Kalgoorlie, and can help build everyday skills to save on bills.
“The insights from the customer workshops drove a huge part of the strategic and creative development, and it was vital that everyone felt comfortable in sharing their energy challenges - especially what advice they do or don’t find useful.”
Kate Elder, Campaign Strategist and Copywriter.
The illustrations celebrate the diversity of Synergy’s First Nations customers – each character is inspired by real people and familiar settings shared during the co-design workshops.
Because every home is different, the tips are shared in ways that are relatable and useful for all types of houses. And since bill paying usually falls on one household member - often an older woman - this persona leads the narrative, inviting others in their home to help them by taking energy saving actions.
“The workshops and conversations were key to understanding the audience. A big part of the process was observing how people expressed themselves and interacted with each other, which helped shape characters that feel real and inclusive. That insight allowed the message to be delivered simply, through relatable actions and everyday situations.”
Nick Kempt, Animation Director.
The animated video and resource are complemented with a toolkit that provides Synergy with a communications platform for repurposing and extending the tips throughout the year and across multiple channels.
Synergy’s commitment to delivering social value is helping to shape an energy system that is secure, fair and equitable for all, with a strong commitment to diversity, equity and inclusion.
Creative Director: Kevin Wilson
Design Director: Leigh Wood
Strategy and Copywriting: Kate Elder
Illustration and Motion Graphics: Nicholas Kempt