To encourage consumer participation in its energy-saving events, EDF has signed up model Danielle Lineker, broadcaster Lauren Laverne and singer Jamelia as ‘Team Green Britain' ambassadors.
Each celebrity will feature in a series of tongue-in-cheek ads stating: ‘Team Green Britain needs you!'.
As well as Green Britain Day on 17 June, EDF will also be supporting Team Green Britain Bike Week from 19 to 27 June, and its joint venture with the Eden Project, The Big Lunch, on 18 July.
Outdoor ads launched this week, while media partners such as Heart FM, ITV, MSN and Metro will also launch activity to promote their support for Team Green Britain. A TV campaign will roll out on 14 June, with a heavy media spend on Green Britain Day itself.
Rob Merrington, senior manager for brand communications at EDF Energy, said: "This year, our campaign is focused around encouraging people to look at different areas of their lifestyle and make changes for the better."
He added: "As the first sustainability partner of London 2012, our aim is to have even more Britons committed to a lower-carbon lifestyle by 2012, and sign up to be part of the Team at teamgreenbritain.org."