The California wildfires were devastating — and people are angry. Pacific Gas and Electric (PG&E), which recorded some of its lowest customer satisfaction levels in history, had to do something.

With the help of creative agency Duncan Channon, the utility opted for face-to-face confrontations. While a terrible combo of droughts, record-breaking temps and the Santa Ana winds caused the fires, power lines were also found to be a factor. 

Customers had numerous frustrations, ranging from fire risks to energy costs. PG&E, which provides energy to 16 million users in North and Central California — acknowledged their grievances by airing them online, along with answers, in a video series.

The "Open Lines" series targets Californians 45 and under, utilizing YouTube and Instagram, here, here and here. Ads also run on connected TV, digital, TV, radio and print. Vacaville front-line works read real angry posts and provided clear answers. Other staffers sat down with dissatisfied customers to address their concerns, outlining actions taken.

MJ Deery, creative director at Duncan Channon, said: “When audiences are skeptical, hurt and angry, they need to be heard before they’ll believe you’ve changed. With our social series, we take the same radical candor as the rest of the 'Open Lines' campaign, but the tone invites customers to hear PG&E in a way they haven’t before.”

The listening tour — and its focus on transparency — hopes to rebuild mistrust.

David McCulloch, Chief Communications and Marketing Officer at PG&E, admits: “We know many customers are skeptical about whether we have really changed. We are working to regain their trust. 'Open Lines' is our way of showing we are listening, that we care about what’s important to our customers, and that we are making progress on those issues every day.”

San Francisco-based Duncan Cannon has done client work for StubHub, Golden State Warriors, Kona Big Wave and e.l.f.