What was going on?
Peel Cubico Renewables were planning the Isle of Man’s first utility-scale solar farm. With a capacity of 26MW, the project had the potential to generate enough electricity to power 7,500 homes, or 20% of all homes on the island, and make a significant contribution towards the Isle of Man’s net-zero ambitions.
As a landmark project with no local precedent, the scheme was anticipated to attract significant public interest. We recognised this as an opportunity to establish an early presence within the local community and position the scheme as the cornerstone of Isle of Man’s energy transition.
With a pioneering project and unfamiliar audience, they turned to us to understand community sentiment and create meaningful dialogue with residents.
How we helped
As a first-of-its-kind project for the island, our strategy focused on setting out a clear, structured narrative that built confidence and resonated with the audience.
We communicated what mattered most to residents, anchoring our approach in messaging on energy independence, security and local sustainability. Complex technical and planning information was translated into meaningful, real-world context, ensuring a broad audience was fully informed and clearly understood the project’s rationale.
Taking a proactive approach allowed us to address anticipated concerns from the outset. By clearly explaining key planning considerations, including the site’s limited agricultural capability, we reassured audiences that local constraints had been carefully considered.
Turning Sentiment into Evidence
What did we find?
Our response analysis revealed that the conversation around renewable energy was much bigger than the proposed site itself.
From more than 400 responses received, almost a third came from over 15km away, demonstrating island-wide interest in the role renewable energy could play in the future energy mix.
The findings highlighted a strong appetite for locally generated energy, with 87% of respondents said they would be positive if part or all of their household electricity came from on-island renewable sources. This translated into 78% support for solar energy generation, demonstrating a clear alignment between the project's objectives and the issues most important to local residents.
Giving the Vision a Voice
Humanising the experience
Connecting people with the team behind the project is key to building trust.
Alongside written and visual content, residents could hear directly from the development manager through an audio narrative explaining the vision behind the proposals and the reasons for bringing forward the scheme.
More than 400 individuals, representing 15% of the engaged audience, listened to the recordings. By putting a human voice behind the proposals, we created a more authentic engagement experience, helping to build trust between residents and the project team.
Connecting People with Answers
Creating spaces for conversation
Public interest naturally brings curiosity and unique questions.
To address them, residents and stakeholders were invited to attend virtual drop-in sessions, creating a relaxed and informal environment where they could speak directly with members of the project team.
The sessions provided an opportunity to ask technical questions and discuss items specific to individual circumstances. We connected participants with the most appropriate project specialists, facilitating more meaningful and constructive conversations.
As a result, all attendees supported the proposals, highlighting the value of creating dedicated spaces for open dialogue and relationship-building.
