A consortium of agencies, led by Lowe Campbell Ewald, are using Earth Day to launch a new campaign for Energy Upgrade California, a state initiative that encourages Californians to take action to save energy and conserve natural resources. The concept leverages online and offline activities to encourage California residents to be environmentally responsible in all aspects of their daily lives.
Lowe Campbell Ewald serves as the lead agency and developed the larger creative strategy and created all the key assets. Lowe Profero was in charge of the media buy and is credited as the partner that originated the bigger idea for the Green-Out. Ogilvy was in charge of the earned media and social media deployment. Momentum was in charge of amplifying presence at key Earth Day events. Runyon Saltzman Einhorn (RSE) was in charge of working with Community Outreach partners to have them help spread the word about Green-Out. And BDS was responsible for retail engagement.
The initiative builds off of Earth Day’s longstanding Billion Acts of Green initiative -- an effort that mobilizes individuals and organizations to pledge to implement their “act of green”--to ask Californians to share their “acts of green” socially using the hashtags #StayGoldenCA and #BillionActsOfGreen via Twitter, Facebook, Instagram, and other social platforms.
There is also a call for a “Green-Out” on social channels. The campaign has partnered with a number of influential social media users based in California. These pre-selected social influencers received a toolkit with green assets to turn their profile pictures green (a green color block) as well as the ability to turn user-generated content green. These influencers are encouraged to spread green awareness both literally and figuratively.
For instance, they can use the campaign’s green color block or they can post an image of someone living a green-friendly life by recycling/switching to energy efficient light bulbs. In addition, Energy Upgrade California has “Greened-Out” its social profile pics, and added a green filter to its Web site home page to further drive its commitment to the cause.
Various community events are also taking place during the week throughout California, at which Energy Upgrade California will further amplify the Green-Out concept in person, rather than solely online. These activities include the Earth Day Expo at the Los Angeles Zoo, A Night With the Stars 2015 at San Francisco's Jazz Center and UCLA's Earth Day Fair.