Challenge
HyNet is a nationally significant hydrogen and carbon capture and storage (CCS) project in the North West of England and North Wales. When launching public consultation for its first phase – a carbon dioxide pipeline – HyNet faced major communication challenges:
- a technology-heavy narrative aimed at investors, not the public
- low public awareness of CCS and hydrogen, with safety concerns
- the risk of misconceptions or public opposition due to the technical and unfamiliar nature of the project.
Approach
Copper redefined HyNet’s communications strategy to build public trust, simplify the narrative and engage local communities.
We delivered:
- a new public-facing brand and website, focused on clarity and local relevance
- a suite of accessible, visual materials to explain CCS and hydrogen, including an explainer animation and interactive map
- community-first messaging, reframing national infrastructure as local investment in jobs, safety and sustainability
- media, content and social campaigns to humanise the project and promote two-way dialogue
- a standalone consultation hub website with feedback tools and tailored engagement content.
Value delivered
- Repositioned HyNet as a transparent, community-minded project
- No public challenges to the project’s need or safety – feedback focused constructively on routeing
- A dramatic uplift in engagement:
- Facebook – 8433% increase in engagement
- Twitter – 279% increase in impressions
- LinkedIn – 303% increase in new followers
- Set the stage for positive, ongoing engagement across future consultation phases