The energy company first launched Green Britain Day last year in tandem with the Eden Project, the London 2012 Games, and Global Action Plan, as part of its wider commitment to cut its CO2 emissions by 60% by 2020.
A series of ads, by incumbent agency Euro RSCG, will encourage consumers to "do something green for the team". TV and print ads launched at the weekend, directing viewers to the microsite
"As the first sustainability partner of London 2012, we hope people will be inspired by the spirit of the Games as depicted in our new advertising creative and take part in 2010's Green Britain Day," said Martin Stead, head of brand at EDF Energy.
Last year, . British Gas launched a response ad stating "Green Britain Day. For us, it's everyday", while Npower rolled out a tactical press ad for its educational programme Climate Cops, featuring the strapline "Every day's a green day for Climate Cops".
However,, after a number of people challenged claims that the company is both eco-friendly and British.
Last week, .
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