Grant Shapps SLAMMED for Elf on the Shelf video as government promote 'It All Adds Up' initiative - ‘TONE-DEAF’

Grant Shapps has been criticised for posting a skit on Twitter to promote the Government’s new ‘It All Adds Up’ initiative.Householders are being urged to plug gaps in doors and windows as a way of easing the sting of sky-high energy bills this winter.

People are also advised to tweak their boiler temperatures and switch devices off at the wall, as part of a new multimillion pound public information campaign featuring tips on “simple, low or no-cost actions” to bring about “big savings”.

The Government launched the It All Adds Up initiative on Saturday, to raise awareness of “straightforward” measures people can take to cut their bills over the colder months.

Shapps shared a video to Twitter in which he is followed around his house by an Elf on the Shelf toy that has been turning his lights on and using up energy.

He tweeted: “I’m doing my best to lower my energy bills while still keeping warm. Unfortunately, my Elf on the Shelf has other ideas…”

The video ends with Shapps promoting the Government’s scheme to the toy and explaining how to save money.

Twitter users were not happy with the video, with one person saying: “Imagine making a joke out of others who are unable to heat their homes, while you yourself stick expenses on a tax-payer funded tab. Imagine.”

Another said: “Wow this video is incredibly tone-deaf and patronising.

One user simply said“So out of touch.”

The suggestions made by the Government include reducing boiler flow temperatures from 75C to 60C and turning off appliances at the plug, which ministers say could save about £170 combined each year.

Households are also being urged to cut heating loss by putting draught excluders around doors or adding clear film across windows, with the potential to save a further £60 annually.

The £18 million initiative will feature adverts across a number of platforms, with a television broadcast due to be rolled out in the coming weeks.