The Last Coal Fired Power Station

Client: Uniper

The closure of Ratcliffe-on-Soar, Britain's last coal-fired power station, presented Uniper with significant reputational challenges, including job losses, public scrutiny over emissions, and uncertainty about the site's future. Burson UK's "The Last Coal-Fired Power Station" campaign transformed this potential crisis into an opportunity to position Uniper as a leader in the energy transition.

The campaign aimed to protect and enhance Uniper's reputation by humanising the closure story, celebrating employee legacy, and showcasing the company’s commitment to net zero. This was achieved through a multi-faceted strategy that included building deep relationships with site staff, facilitating bespoke media tours with exclusive access, and orchestrating a high-profile closure event. Employees were trained as authentic spokespeople, while tailored experiences for Tier 1 journalists ensured the narrative shifted from industrial emissions to the human impact of the energy transition.

The results were hugely impactful. Over 4,000 pieces of international coverage and more than 550 broadcast mentions were secured, achieving a positive sentiment of over 90%. Uniper’s executives gained substantial visibility, with interviews featured in global outlets such as the BBC, Reuters, and Nikkei. Endorsements from key stakeholders, including the UK Energy Minister and the TUC, praised Uniper’s “fair transition that leaves no worker behind.”

This cost-effective, earned media campaign not only mitigated reputational risks but also positioned Uniper as a responsible and innovative leader in the global energy landscape, demonstrating the UK’s leadership in moving away from coal towards a sustainable energy future.