The Situation
Changing Behaviors and Reducing Impact
Global warming is changing our world and instead of changing our habits people across the world and in DC keep generating greenhouse gas emissions through electricity consumption. Pepco was seeking an integrated campaign to reduce energy use throughout DC while creating awareness of how actions can save more than money.
The Science
2019 was the second hottest year on record, and in July alone, DC consumed more than 1.1 billion kilowatt hours of electricity. The emissions from that energy use is equivalent to the emissions of more than 170,000 cars on the road for a year.
The
Process
Octane worked with Pepco to develop the “Reduce Energy Use DC” campaign to support Pepco and partners’ grassroots initiative to engage DC residents around reducing their energy use, especially in July. To ensure messaging would resonate with DC residents and ignite action, focus testing was conducted. However, due to the real-life challenges people were suddenly facing due to the COVID pandemic, some aspects of the campaign—like switching from a challenge to a pledge—were made to algin with what DC residents were currently facing.
“Save More Than Money” became the overarching tagline of the initiative in conjunction with the call-to-action “Take the Reduce Energy Use DC Pledge.”
Key Findings
• Energy usage in the District is typically highest in July
• Residents are receptive to small actionable items
• DC has one of the most ambitious climate plans in the United States
Goals
• Motivate at least 3,000 residents to take the pledge
• Inform residents of the importance of reducing their energy consumption
• Promote lasting behavioral changes throughout the District
The Creative
Octane developed a brand identity, comprehensive digital strategy and an awareness campaign that leveraged education, goal setting, prompting, public commitments, observation, highlighting participants and repetition.
The Reduce Energy Use DC Pledge was developed to help encourage DC residents to reduce their energy usage while bite-sized messaging was pushed out through Facebook, Instagram and Twitter social accounts. These energy saving tips helped residents take small steps to decrease the impact on the environment and their wallets.
Throughout the campaign, Octane created videos, palm cards, fact sheets, advertorials, digital ads, virtual events, blogs and even participated in social media partnerships to help continue to push out messaging encouraging the community to “Save More Than Money.”
“Reduce Energy Use DC” received a custom website highlighting the “Reduce Energy Use DC Pledge” and energy saving tips.
The Results
Octane developed Reduce Energy Use DC, an integrated and compelling campaign with a comprehensive digital strategy and strong social media presence. It was a multigenerational approach that connected with people of all ages, races, and socio-economic levels.
website
NOVEMBER 2016
Handed out thousands of palm cards and #PrEPForHer branded picture frames
Handed out thousands of palm cards and #PrEPForHer branded picture frames
pledge page
DECEMBER 2016
Supported the Mayor’s 90/90/90/50 plan with #PrEPForHer step and repeats, Twitter campaign, and other social media support
Supported the Mayor’s 90/90/90/50 plan with #PrEPForHer step and repeats, Twitter campaign, and other social media support
graphics
DECEMBER 2016
Several mentions from other cities and organizations about #PrEPForHer
Several mentions from other cities and organizations about #PrEPForHer
3 Influencers
We teamed up with Casey Trees to highlight the benefits of trees and green spaces in DC as well as provide resources for planting trees or caring for them in our community.
We also partnered with The NEED Project to reach young kids and families and make learning about solar energy fun.
We partnered with Karmin Brown and Justin Tune to reach DC residents interested in making changes to their energy use in order to fight climate change.
Founding Partners
The DC Department of Energy & Environment is DC’s resource for energy efficiency and renewable energy programs products and services. DOEE energy-saving programs and services include utility affordability programs, solar power, clean energy programs, and more.
In 2018 DOEE finalized the Clean Energy DC Plan, DC’s energy and climate action plan to reduce emissions by 56% in 2032. The following year, Mayor Bowser signed the Clean Energy Act Omnibus Amendment Act of 2018.
Pepco is committed to providing DC residents with smarter, stronger, and cleaner energy systems. Through Pepco’s Energy Wise Rewards program, DC residents can go greener during the summer months and automatically reduce energy use. Pepco offers information, online calculators, and planning tools to help DC residents and businesses reduce their energy use and save money.
The District of Columbia Sustainable Energy Utility helps DC residents and businesses save energy and money. DCSEU connects DC residents and businesses to rebates and costs savings for energy-efficient appliances and lighting. Additionally, DCSEU offers technical assistance and information about energy-saving options for residents.
In just three months, the “Reduce Energy Use DC” campaign started to garner real traction throughout the District.
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Visits to ReduceEnergyUseDC.com
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Reduce Energy Use DC Pledges
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total social media impressions with 20,833 engagements
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