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The campaign represents a major departure for the energy company, which lost 350,000 customers in the first half of the year, after rival suppliers such as Npower used a succession of industry-wide price rises as a tactical device with which to batter the market leader.

The British Gas campaign, which encompasses all media and is supported by a heavyweight PR element, attempts to shift the debate away from price to provide households with simple tips on how to save money through energy efficiency. It is a first from a utilities company, because it encourages customers to use less of its product. Similar responsible consumption campaigns have been seen from brands in the alcoholic drinks and snack foods sectors.

TV and print work, by CHI with media handled by Carat, offers advice such as "Turn your thermostat down just 1C and you could save around £49 a year". The advertising continues to feature the animated flames that have appeared in recent British Gas campaigns.

As part of the wider consumer campaign, British Gas is encouraging UK households to "Save a Billion" by following key energy saving tips that can reduce energy bills by £50 a household. As part of the campaign British Gas has launched a microsite, , that offers householders simple cost-free advice on cutting down energy wastage. The company expects to reach the £1bn target in a year, and has pledged to continue the activity after that.

The launch of the communications campaign follows on from an energy survey British Gas sent out to 5m households. The results of its Energy Savers Report reveals that two-thirds of the 1m British households that responded would fail an energy efficiency test. Every household that responds receives a free Energy Savers Report rating the energy efficiency of their home and offering tips on where they can save money.

Amanda Mackenzie, director of brand marketing at British Gas, said: "One in every three pounds spent on energy in the UK is wasted through poor energy efficiency. Energy waste is a global issue but if we all do our bit to reduce waste then we can permanently cut our energy bills and help to save the environment. Our aim is to reduce one billion pounds worth of energy waste but if everyone made a few small changes then we could save a lot more."

Mackenzie admitted that the energy saving campaign was driven by a customer retention strategy that aimed to "keep more customers, while their usage will be less".

British Gas has gained the support of ministers and environmental pressure groups ahead of the campaign's launch.

Environment secretary David Miliband welcomed British Gas's Energy Savers Report "for the tailored advice it will give to consumers on the energy consumption of their homes". Philip Sellwood, CEO of the Energy Saving Trust, said: "It is important that householders understand the impact they have on the environment. British Gas is playing an important role in helping to promote energy efficiency and we endorse these efforts."

The British Gas campaign breaks in the same week as the UK release of 'An Inconvenient Truth', the film that follows the crusade of former US vice president Al Gore against global warming.

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