Energy Efficiency (2013)

BACKGROUND:
To help improve energy efficiency and cut waste, the Ad Council and the U.S. Department of Energy partnered to develop a new PSA campaign. GSD&M joined the team as the pro bono advertising agency. The campaign aimed to reach homeowners who were looking for ways to save money by demonstrating that, by taking energy efficient actions in the home, they could reduce their energy bill.

CAMPAIGN OBJECTIVE:
The campaign encourages homeowners to save energy by taking actions around the home like replacing incandescent bulbs with compact fluorescent bulbs. The campaign directs people to visit EnergySaver.gov to learn about energy efficient actions you can take in the home.

TARGET AUDIENCE:

  • American homeowners and anyone who pays utility bills

KEY MESSAGE:
Saving energy saves you money. 

DONATED MEDIA:
Almost $39 million in donated media support from 2011-2012.

MEASURABLE RESULTS:
Since the launch of the Energy Efficiency campaign, there have been significant shifts in some key attitudes and behaviors surrounding energy efficiency:

  • 67 percent of homeowners felt that it was not hard to save energy, increasing significantly in just one year from 61 percent in 2011 to 67 percent in 2012.
  • 49 percent of homeowners reported doing things to save energy often. This increased significantly from 44 percent in 2011 to 49 percent in 2012.

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