SM& TURNED UP THE HEAT: CAMPAIGN FOR UTILITIES HONORED WITH PLATINUM PR AWARD

October 2004

Utility companies are mandated to offer programs that help low income families with their utility costs — yet less than 30 percent of those eligible participate. With just six weeks left until the onset of winter, and having exhausted all traditional methods of outreach to no avail, several Massachusetts investor-owned utility companies banded together with The Low-income Energy Affordability Network (LEAN) and Massachusetts Community Action Program Directors' Association. They called on SM& to build consensus and reach out to a population segment that had turned a cold shoulder. "Energy Bucks," our integrated branding campaign, brought together grassroots outreach; an English-Spanish web site; community-based activities; and distinctive print, radio, and transit advertising and resulted in a positive Boston Globe editorial and 1,500 calls to the Energy Bucks hotline. We were recently honored with a Platinum PR Award from PRNews for our efforts.

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