Our content strategy addressed these concerns head on. We interviewed people from the target audience groups who had saved money by adopting low carbon building principles, using the content in case studies on the website, as printed leave-behinds for Carbon Trust account managers and to prompt media coverage. And we produced five films that, using animation, walked viewers in an accessible way through the technology used in featured buildings. This content was in turn repurposed in a promotional trailer for the series of films, presented by a respected eco-journalist, helping to generate interest and demystify the technology.