For change to happen, state officials need to lean on the region’s grid operator, PJM Interconnection – and for that to happen officials need to feel the issue is resonating and concerning to their constituents. Resource Media’s Gridiculous campaign uplifts the voices of influential local residents who support these investments in order to connect with constituents. Their stories illustrate the benefits transmission and clean energy projects could bring to all communities if action on the grid weren’t so lagging.
The Situation
Our Role
Campaign content included documentary-style videos, illustrated portraits with motion-graphics, and a campaign website with a letter-writing tool directed at state elected officials. To demonstrate that this issue has widespread support, content centered the voices of local advocates from a wide range of political affiliations, communities, and professions - ranging from labor leaders, to advocates, to clean energy developers. Content ran as paid ads for 6 weeks, reaching general public and grasstops audiences.
The Impact
The campaign generated 1.9M impressions, 12.6 link clicks, 648 letter submissions, and an average 75% watch rate of 22%. A few highlights:
a mix of content helped both educate and drive action: static ads generated strong link clicks, while videos had a high watch rate, utilizing a variety of platforms helped create a “surround sound” campaign, we learned key insights on which messages resonated with rural, urban, and grasstops viewers by segmenting our audiences.
Visit the campaign landing page at www.gridiculous.org
