Working closely with the NYS Public Service Commission and NYSERDA, we launched a statewide campaign promoting renewable energy — Green Power — to individuals and businesses. Generated from the wind, sun and water, Green Power protects the environment and reduces our need for foreign oil.
To communicate the idea that New York’s future is in everyone’s hands, we used an image of a hand superimposed on a monochromatic image of a natural scene and magically turning the scene into full living color. This hand motif was the centerpiece of a television commercial urging viewers to “Choose Green Power and help keep our air clean. Because New York’s future is in all of our hands.”
Rueckert also created outdoor and transit advertising, radio commercials, news/traffic/ weather sponsorships, PSAs, trade show booths, banners, magnets, advertorials and ad slicks for statewide newspaper placement. In addition, we worked with Radio Disney to craft a series of Green Power messages targeted at young people. Literature take-one displays designed to hold our Green Power informational brochure were distributed to 6000 sites all across New York including civic organizations, libraries, environmental groups and state agencies.
Before the campaign was launched, the Green Power call center was receiving five to 20 calls per week. At the height of the campaign, call volume skyrocketed to an average of 175 calls a week. Our campaign was also honored with a gold award at the MarCom Creative Awards, an international competition recognizing outstanding achievement in marketing and communications.