As the UK looks to cut carbon emissions, Mitsubishi Electric set out to help homeowners understand how modern heating technology can transform comfort and sustainability. Fronted by architect and TV presenter George Clarke, the campaign aimed to debunk myths around air-source heat pumps and show how they can work for all types of homes.
Challenge
• Many homeowners remain confused about how heat pumps work
• Misconceptions persist that they’re expensive or unsuitable for older properties
• Awareness of government support schemes remains low
Key Statistics
• 25 broadcast opportunities nationwide
• 2.95 million total reach
• 75% of UK homes still rely on gas heating
• Only 6% have switched to a heat pump
• 40% unaware of the £7,500 Boiler Upgrade Scheme
Action
George Clarke’s role brought clarity and trust to a complex subject. The campaign focused on breaking down myths, comparing performance and costs, and explaining the environmental benefits in everyday terms. Broadcast interviews across BBC regionals highlighted that air-source heat pumps are up to three times more efficient than gas boilers, encouraging homeowners to take advantage of available support.
Results
• 25 broadcast opportunities across national and regional media
• 2.95 million total reach
• Consistent delivery of key messages around efficiency and government incentives
• Listeners engaged with real examples of how heat pumps work in typical UK homes
Key Takeaways
• Trusted voices can demystify new technology and drive behavioural change
• Clear communication and relatable examples turn complex policy into action
• Framing sustainability as practical and personal makes it more accessible
