When it comes to childhood fears, nyctophobia – aka being scared of the dark – is one of the most common. Who knows what might be hiding under the bed, behind a curtain or in a shadowy corner, once the sun goes down? It’s unsurprising that three out of four children aged 3-9 years are afraid of the dark, according to DOXA 2025 research carried out in Italy, France, and Spain. But while the obvious solution is to switch on the lamps – with most of the families leaving a light on during the night to overcome the problem – it’s far from sustainable, and it could develop into a habit that becomes difficult to break when growing up.
That’s why Plenitude, a Benefit Company owned by Eni, has launched Goodnight Light, an innovative campaign aiming to change the narrative around nyctophobia for good – by transforming children’s perceptions of darkness from frightening to (eco) friendly.
Created by TBWA/Italy, Goodnight Light introduces the first-ever children’s book designed to be read only in the dark. Featuring an innovative glow-in-the-dark ink that appears only when the lights are switched off, the book tells the story of an unlikely friendship between a young girl, Lucilla, and Ombro, an awkward little monster representing the darkness. Part of Plenitude’s mission to promote energy awareness and inspire everyone, especially younger generations, to use energy more efficiently and mindfully, the campaign seeks to empower children to understand, respect and use darkness to reduce their energy use – rather than fearing it.
The limited-edition book was created using a specialist silk-screen printing process to apply a luminescent pigment. In the daytime, the book appears completely blank: by accumulating photons (light energy) during the day and releasing them at night, the luminescent paint cleverly uses natural light to ensure the story is readable in the darkest of bedrooms.
More than a mere story, Goodnight Light is also a magical tool that keeps children company long after the last page has been turned, thanks to an innovative design twist that allows the book to transform into a star-shaped bedside lamp: a ‘good night light’.
To emphasise the campaign’s energy-saving message and bring a fun interactive element to the book, each copy of Goodnight Light is accompanied by a set of glow-in-the-dark stickers. Stickers can be placed next to light switches and appliances as an engaging visual reminder of how switching off power can successfully conserve energy.
Set to roll out across Italy, Spain and France, the limited-edition book will be available in selected Plenitude stores in Italy and in other stores and libraries.
The idea from TBWA\Italy has been digitally amplified by EY+MC SAATCHI, which developed a digital ecosystem designed to amplify the project across multiple touchpoints: interactive digital content, social campaigns, in-depth interviews and vertical content dedicated to the topic, including a hero launch video and a dedicated landing page.
This was followed by a content plan on Instagram and TikTok to reinforce the message: the night as a precious moment in which the fear of darkness turns into play and into the discovery of more responsible consumption habits.
Mirco Pagano, Chief Creative Officer TBWA\Italia said: “Our goal was not simply to tell children to use less energy; we wanted to change their perception of darkness. By transforming something that is often feared into a friendly presence, Goodnight Light demonstrates how creativity can gently influence everyday behaviour, starting from a young age”.
