Friday, August 15, 2008

Enlisting the Youth League and the Spies

Npower, the fourth-largest energy provider in the UK, launched a series of ads encouraging children to monitor and report on energy crimes to fellow-students in their classrooms.

Children are directed to the company climate crime website and encouraged to download cards to monitor their families climate crimes.

Why would an energy company want households to use less energy? This is part of the UK government's requirement for energy companies to promote conservation.

Although BC Hydro hasn't become quite so Orwellian, the David Suzuki Foundation already has a similar program in Ontario with Ontario Hydro, called Powerwise.

Marketers understand how effective marketing to children can be to set up lifelong preferences, so this may just be a cynical attempt by Npower to create future customers.

But as Adolf Hitler well understood, "he alone who owns the youth gains the future."

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