BEHAVIOR CHANGE
CLIMATE ACTION
PUBLIC HEALTH
GOVERNMENT
OUT-OF-HOME
DIGITAL/SOCIAL
Promoting clean energy is a priority for the city of San Francisco, and the San Francisco Public Utilities Commission (SFPUC) needed to reach existing customers and the general public with a campaign motivating homeowners to swap out their gas appliances for their climate-friendly, nontoxic electric counterparts.
The campaign was engineered to:
Raise awareness among San Francisco residents about the benefits of switching from gas to electric
Educate the target audience on the harmful effects of gas appliances on the environment and the home
Our relationship with gas is like a toxic relationship. That was the theme that my team developed to build the campaign. We settled on the short campaign theme, Break Up with Gas, and developed characters of old fuming gas appliances that grumpily accompanied the headline. The characters came to life in social and out-of-home video placements at EV charging stations.
The Break Up with Gas campaign had significant reach:
The campaign generated 2.3M impressions
Digital generated 15.1K clicks across a combination of highly targeted prospects
Out-of-home totaled 1.16M impressions