Drax
Building political consensus for BECCS and securing government support for net zero energy
Drax power station in Yorkshire sought to build political consensus and government support for bioenergy with carbon capture and storage (BECCS) – a technology critical to the UK's net zero ambitions. With BECCS offering the potential to remove carbon dioxide from the atmosphere while generating renewable electricity, securing policy backing was essential for the future of sustainable energy.
MessageSpace delivered a precision-targeted campaign driving engagement from senior British government officials by placing advertisements in their favourite political publications and major news outlets. The strategy ensured Drax's message reached the decision-makers with influence over energy policy, carbon capture subsidies, and climate legislation.
The campaign successfully positioned BECCS as a cornerstone of the UK's net zero strategy, contributing to significant policy wins that secured the technology's future.
Key Results
- UK government classified BECCS as a 'negative emissions' technology in Q4 2023
- Labour government voted to extend subsidies to Drax power station until 2031 in Q1 2025
- Tens of thousands of engagements with Drax advertisements
- Successfully educated policymakers on the role of BECCS in achieving net zero targets
- Strategic placements in key political and national news publications