As part of our new brand strategy, an interactive website has been created using a virtual polar bear named Floe designed to inspire people to make a difference in the way they use energy by helping them to understand the impact of their energy choices on climate change. To date, visitors to the US website have pledged to save more than 64 million pounds (29,000 tonnes) of carbon – the equivalent of removing more than 5,200 cars each doing 12,000 miles a year from US roads.

Since the US brand campaign launch, National Grid’s brand recognition among residential customers has risen to 90%. Similarly, unaided awareness increased 22% in one year.