May 7, 2008 - National Grid is following up its recent pledge to cut companywide climate emissions 80% by 2050 with a new branding campaign aimed at encouraging customers and employees to save energy and help protect the environment.

"This initiative comes at a great time for National Grid as we start a journey with our employees and the community on ways to address climate change and manage energy costs,” says Tom King, president of National Grid’s U.S. business. “By using our new 'Power of Action' message across the company and in local communities we can show that if one person can accomplish a lot by the simple things they do each day, imagine what we can do collectively."

The new brand strategy includes an advertising campaign in all major markets in which the company does business. The ads focus on smart energy choices from conserving power to converting to natural gas to weather-proofing homes.

The "Power of Action" campaign is aimed at National Grid employees as well as customers. The company's workers are tasked with identifying the most efficient and effective ways to conduct gas and electricity operations, National Grid says.