Many boys and girls have a fear of the dark, known as nyctophobia, and to alleviate it, many families leave lamps and lights on at night. It is a measure that can generate a habit that is difficult to break and that, furthermore, is far from being sustainable. As a solution, the Italian energy company Plenitude, owned by the Eni group, has created a book that can be read in the dark and that promotes energy savings.
Together with the creative agency TBWA/Italia, it has launched “Goodnight Light”, which it presents as the first children’s book designed to be read only in the dark thanks to luminescent ink and paint that, after exposure to light, glows and can be seen when the lights go out. It tells the story of the friendship between a girl, Lucilla, and Ombro, a clumsy little monster who represents darkness. Together they learn to save energy and overcome the fear of the night.
The book fits with Plenitude’s mission to promote energy awareness and inspire everyone, including the youngest, to use energy more efficiently and consciously. Thus, “Goodnight Light” is an educational tool aimed at empowering children to understand, respect and use darkness to reduce their energy consumption, instead of fearing it.
In addition, thanks to its design, the book can be transformed into a star-shaped night lamp. It is also accompanied by a set of glow-in-the-dark stickers that can be placed next to switches or appliances as a visual reminder that turning off the light is the most effective way to save energy. With this, the initiative complements the educational approach with interactive and entertainment elements.
To communicate the initiative, Plenitude has collaborated with EY+MC Saatchi on a digital strategy designed to amplify the project through multiple touchpoints. This includes a presentation video in which a group of children talk about their fears, specifically their aversion to the dark, and end up interacting with the book.
The strategy also includes a dedicated website that proposes an interactive experience. The space allows you to discover more about the book, watch the video and other dedicated content, facts about nyctophobia and tips for a good sleep routine and overcoming the fear of the dark.
Plenitud has also published a series of audiovisual pieces on social networks and digital platforms to publicize “Goodnight Light.” Among them are fragments of an interview with pedagogue Elena Urso, in which she analyzes how to delicately and professionally address children’s fear of the dark.
“Our goal was not simply to tell children to consume less energy, but to change their perception of darkness“; commented Mirco Pagano, CCO of TBWAItalia, in a statement. “By transforming something often feared into a friendly presence, ‘Goodnight Light’ demonstrates how creativity can subtly influence everyday behavior, from a young age.”.
The book is offered in a limited edition, and will be marketed in Italy, Spain and France. It will be available in selected Plenitude outlets in Italy from March 20 to 21, and in other stores.
