Every ten years or so, energy secretaries feel the need to roll out an energy saving initiative of their own devising, backed by a high visibility media campaign. Sometimes they work, sometimes they don’t. Posters, booklets and TV ads featuring Delia Smith urged the populace to Save It! in 1976, with a memorable rubber stamped logo (albeit one easily confused with the Yeoman gristle guarantee stamp). Fine. Ten years later they tried something similar, but got a bit too clever by branding it ‘Monergy’. ‘Get more for your money! More out of energy! More for your Monergy!’ was the clumsy explanation. This time the populace just shrugged a collective ‘eh?’ and went off to run a very deep bath for one.