A behaviour-led electrification campaign for NSW households

Behaviour Change, Energy & Sustainability
Client: Ausgrid

The challenge 

Research told us 50% of households in the Ausgrid network were already considering electrification but ‘within the next year’ kept rolling forward. Awareness wasn’t the hurdle; people were opening tabs, saving articles, running cost calculations, and then stopping. 

Conflicting advice, perceived complexity and the fear of a costly irreversible mistake were creating a confidence gap that was actively delaying action, at a real cost of $2,000–$3,000 per year in foregone savings, largely invisible to them. 

Ausgrid engaged Stake to develop a campaign that would move those who had become passive in their consideration from stagnancy to action. Normalising electrification, building confidence, and leveraging Ausgrid’s unique position as a trusted, impartial network operator all needed to form part of the solution. 

The insight 

Stake’s behavioural diagnosis identified that the gap wasn’t between not knowing and knowing. It was between confusion and what felt manageable. A confidence gap - because the real barrier was a specific form of decision anxiety.  

People feared being wrong more than they desired the benefits of being right. 

We needed to make electrification feel guided, achievable, and already underway for people exactly like them. 

The solution

Using behavioural science principles, we developed a framework focused on reducing uncertainty, easing behaviour-change anxiety, overcoming fear of irreversible mistakes and leveraging social proof to accelerate adoption. 

The ‘Switch Is On’ campaign was developed to re-inspire curiosity, energy and confident action throughout its ecosystem. 

Rather than leading with environmental urgency or product benefits, the creative strategy purposefully met people where they were. The work acknowledged valid hesitation, whilst showcasing that thousands of NSW households had already navigated the transition successfully (and only wished they’d done it sooner). The tone was crafted around the helpful and knowledgeable friend who’s done their homework and is both empathetic and honest about options.  

Stake designed a fully integrated content ecosystem structured around four messaging pillars which ensured every asset targeted a behavioural trigger whether its function was to drive awareness, consideration or action. The agency was also responsible for producing the suite of ATL films, cut-downs, static and carousel assets. BTL myth-busting videos and podcast episodes, guided by our modular creative system, were also developed to bolster the funnel and build confidence through the change journey.  

Results 

Effectiveness data is being collated and will be confirmed shortly.