Get Plugged In

This new activity brings The Great Grid Upgrade campaign to life for local communities, helping people to better understand the importance of grid investment in their area using the ‘Get Plugged In’ creative platform to translate its impact at a local level.

The latest work captures the energy of Skegness’ Pleasure Beach theme park, where high-powered rides, thrills, bright days and light-filled nights depend on a resilient grid.

The campaign is part of National Grid’s wider push to build understanding around the need for increased electricity capacity. It follows the 2024 launch of The Great Grid Upgrade and the rollout of the ‘Get Plugged In’ creative platform, which debuted in September 2025.

The campaign speaks to audiences, using familiar organisations and places to inform what grid upgrades mean locally and to show how rising electricity demand connects directly to jobs, services and everyday life. It runs alongside in‑person consultations, helping create space for more informed conversations about how projects will be delivered on the ground.

The Lincolnshire work builds on earlier activity in Northwest Wales, Cumbria, Derbyshire, and East Anglia, where the campaign tackled questions about local benefits and national infrastructure while reflecting individual identity and community priorities.

Across all regions, the creative approach remains consistent: hyper-local storytelling that makes a national infrastructure programme feel immediate, personal and tangible. Films, directed by pip + lib at Agile Films, offer a snapshot of what a day in the life is like for these growing businesses, with subtle visual cues revealing the grid’s role before closing with the campaign’s ‘Get Plugged In’ call to action.