Ausgrid turns electrification hesitation into action

Ausgrid is pushing NSW households to act on electrification, launching a new behaviour change campaign designed to turn interest into action.

Developed by strategic communications agency Stake, The Switch Is On targets households across Ausgrid’s network, which covers Sydney, the Central Coast and the Hunter Region.

The campaign sits under Ausgrid’s broader Good Energy is Electric platform and encourages households to switch to electric appliances, vehicles and energy choices.

Research underpinning the campaign found 50% of households in the Ausgrid network were already considering electrification, but many were delaying action. Stake said the issue was not a lack of awareness, but uncertainty, anxiety around behaviour change and fear of making the wrong decision.

Matt Thomas, founder and chief catalyst at Stake, said the campaign was built around confidence rather than more information.

“Our behavioural diagnosis revealed a defining insight: people feared being wrong more than they desired the benefits of being right,” Thomas said.

“That shifted the entire strategic approach. Rather than adding more information to an already crowded space, we needed to build confidence and make the path forward feel achievable.”

Stake said each year of inaction was costing households in the Ausgrid network an estimated $2,000 to $3,000 in foregone savings.

The Switch Is On uses social proof to show households that other people across NSW are already making the transition.

Mary Brookes, brand and marketing manager at Ausgrid, said the campaign was designed to make switching feel more achievable.

“We know Ausgrid customers want to make the switch — the challenge was helping them feel confident enough to do it,” Brookes said.

“The Switch Is On gives people permission to act by showing them that people like them already have.”

Stake produced the campaign’s ATL hero films, cut-downs, static and carousel advertising assets, as well as the structure for a broader content ecosystem across awareness, consideration and action.

The campaign also includes myth-busting video content, podcast episodes, educational material and microsite content.