Overview
ENERGY STAR is recognized by more than 80% of Americans as the mark of energy-efficient products. But the EPA wanted to increase awareness that the program goes much farther—into commercial buildings, new home construction and home improvement practices.

Insight
The brand’s goals of helping Americans save energy and fight climate change are stories much bigger than the blue label on a refrigerator. They include millions of Americans, major retailers, manufacturers, utilities and builders. The impact of the behavior changes they inspire can change the world.

Approach
Working in tandem with prime contractor The Cadmus Group, we created a series of print PSAs that highlight the humanity involved in these efforts. From boys and girls literally taking it to the streets, to the proud winners of a national building competition, to the success of ENERGY STAR partnerships, the ads tell stories outside the expected. Online, we featured the big numbers of people and savings adding up every day.

Results
In just six months, the PSAs scored impressive followings coast-to-coast, tallying 18 national insertions, more than 25 million circulation and nearly $3 million in earned media value. Online click-through-rates far exceed industry standards and website traffic is on the rise. Most importantly, program participation by key audiences is exceeding expectations.