GOING SOLAR
Giving a Vital Energy Solution Its Place in the Sun

Academic studies and real-world testimonials had failed to generate awareness of solar energy as a mainstream, affordable energy option. A national consortium of non-profit organizations, including the American Solar Energy Society (ASES) and the Interstate Renewable Energy Council (IREC), wanted to create awareness of their organizations, promote the accessibility of solar energy, and illustrate its current applications.

A multi-faceted, nine-state campaign was created targeting radio stations and daily newspapers in the markets where the ASES was holding Solar Home Tours. It included an original radio PSA, modeled after '70's recycling campaigns that urged children to bring recycling to their parents' attention. The integrated approach brought the campaign widespread airplay and significant feature print coverage in all of its target markets, and ASES' National Tour of Solar Homes received its first-ever national broadcast coverage.

The campaign rejuvenated interest in solar energy; helped return the issue to the public consciousness; and identified ASES and IREC as integral forces in moving awareness forward. The campaign nearly doubled the number of visitors to the following year's ASES' Solar Home Tour, increased solar homeowners' participation in the tour by more than 15 percent, and significantly increased IREC's website hits.