Stella Tennant helps you Turn Up The Style, Turn Down The Heat

A short video feature fronting the original site's Turn Up The Style, Turn Down The Heat campaign, in which the model Stella Tennant gave advice on saving energy and money at home over the winter. The framing was that readers were heating their homes to summer temperatures and dressing for a warmer climate than the one outside.

The written portion was brief. Most of the page was the video and a set of links: to further clips on the same theme, and to the I Love My Jumper competition, which offered weekly high street vouchers in the run-up to Christmas 2010.

The campaign's argument was behavioural rather than technical. It did not discuss insulation, boilers or tariffs. It proposed that dressing warmer indoors and turning the thermostat down was both cheaper and within any reader's control, and it used fashion coverage to carry that message. Both English and Persian Wikipedia cite this address in their articles on Stella Tennant.