British Gas has this week launched a new omnichannel awareness campaign designed to help households navigate the ongoing energy price crisis.

Through this new campaign, the Centrica-owned business is hoping to open up greater communication and transparency with its customers in how the company is helping in light of the current crisis, but also in transitioning to greener energies.

Created and executed by London agency The&Partnership, the Q&A-themed campaign identified key areas of customer uncertainty, ranging from defaulting on bills to questions surrounding the wider energy crisis.

Through executions on video, social media, radio, print, OOH and media partnerships including Global, it is hoped that consumers’ concerns can be clearly and succinctly addressed, with all materials directing to a ‘Straight Answers Hub’, an FAQ page on the British Gas website.

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“At this crucial moment, our responsibility to our customers has never been greater,” British Gas marketing director, Andy Freeman said.

“They are relying on us, not just for energy but for answers. Our aim with this campaign and our wider business initiatives is to both help today and change tomorrow, and to communicate with our customers openly and honestly as we do so.”

The&Partnership executive creative director, Toby Allen added: “Our analysis of consumer sentiment was crucial to this campaign. There were far too many areas of concern to allow for one blanket response.

“British Gas customers needed to feel like their energy provider was on their side. That meant addressing the full array of problems and addressing them in the most direct and helpful way possible.”