"We've got to make this so imaginative that we can convince one of the major British newspapers that it is good enough to run, without spending a penny." - Sacha Deshmukh
We speak to Sacha Deshmukh, Chief Executive at Smart Energy GB; the organisation set up by the British government to educate the public about the Smart Meter roll-out that is currently taking place across the UK.
Sacha shares how the company's creative approach to a campaign they launched earlier this year was driven by the constraint of not having a media budget to help get their message heard, and how without that initial constraint the campaign may not have engaged with such a large and widespread audience as it did.
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