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'Because you deserve it' - Eastbourne Borough Council advertising campaign

Eastbourne Borough Council is one of 22 Local Authorities to be awarded government funding from 2007 to 2009 to help improve private homes in its area.

The Council's aim is to increase the number of people living in "decent, warm and safe homes" in the town and to "improve the energy efficiency of private housing, reducing the number of families affected by fuel poverty and helping reduce the town's CO2 emissions."

To encourage applications for grants and interest-free loans, the Council has appointed PRG to run a marketing campaign. At PRG's recommendation, this includes advertising at bus shelters, on buses, in local publications, and in local shop windows.

PRG's campaign theme, 'Because you deserve it', arouses curiosity ('what do I deserve?') and affirms entitlement.

To overcome suspicions that the advertised financial assistance might seem too good to be true, PRG's campaign features residents of Eastbourne who have already received Council assistance to improve their homes. By contrasting these ordinary folk with the wealthy supermodels who peddled cosmetics ‘Because I'm worth it,' the PRG-inspired campaign is engagingly humorous and memorable.

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