THE CHALLENGE
Massachusetts has some of the most ambitious climate goals in the nation, but achieving them requires millions of residents to actually adopt clean energy technologies. The problem? Most people think clean energy is expensive, complicated, or “not for people like them.” Meanwhile, available incentives and rebates often go unused because residents don’t know they exist or assume the process is too complex. To hit state climate targets, Massachusetts needed every resident – regardless of language, income, or housing situation – to see clean energy as accessible and achievable.
THE SOLUTION
We launched a statewide movement that made clean energy feel inevitable and exciting through the “Jump Right In” campaign that reached every corner of Massachusetts. Instead of preaching about environmental responsibility, we showed real Massachusetts families enjoying the immediate benefits of clean energy – lower bills, more comfortable homes, and the satisfaction of being part of something bigger. Our bilingual, multichannel approach ensured no resident was left behind, creating custom Spanish-language assets and expanding digital resources to reflect the Commonwealth’s diversity. The integrated campaign spanned broadcast TV, connected TV, social media, out-of-home advertising, and digital platforms, creating a unified message that made clean energy adoption feel like the smart, obvious choice for every Massachusetts resident.
