Massachusetts Executive Office of Energy and Environmental Affairs
In June 2022, the Massachusetts Executive Office of Energy and Environmental Affairs (or EEA if you’re pressed for time) released the Clean Energy and Climate Plan for 2025 and 2030. This far-reaching plan outlined the Commonwealth’s aggressive emissions reduction plans with an end goal of achieving greater energy and environmental equity across the state. Now they just needed to put it into action.
EEA retained C+C in 2023 to create a statewide campaign to build awareness and drive action by focusing on four primary categories laid out in the plan: clean heating and cooling, clean transportation, renewable energy, and resiliency and adaptation.
It all started with the power of research. Canvassing a broad swath of residents in five languages—English, Spanish, Portuguese, Haitian, Creole, and Cape Verdean Creole— C+C made a pretty interesting discovery. The research revealed that many residents of Massachusetts were already aware and concerned about climate change, and were taking smaller actions to mitigate their impact. All well and good except those same residents were also concerned their individual actions were not enough. And they needed to know that they were not alone.
Enter the power of the collective. C+C developed an inspiring campaign video encouraging consumers to join the effort and be a part of the solution (no matter how “small” their action). In the end, viewers were directed to a campaign website designed to 1) guide them through their options, 2) provide deeper learning, 3) ensure access to resources facilitating action and 4) make them feel like they were part of something bigger.
Media wise, the campaign was brought to market through an integrated plan including streaming video, digital display advertising and social media content. To further bolster outreach, Spanish language broadcast and additional Spanish language materials were distributed through local community-based organizations.
The Result:
• Within the first month, the campaign generated 81,496,242 impressions;
• Digital display, streaming video, paid search and paid social advertising delivered 302,942 clicks to the website;
• Campaign video exceeded 6 million views on YouTube. That’s a lot of collective action.