Problem

Communities most affected by climate change, particularly Black, Indigenous, and People of Color (BIPOC) communities, as well as low-income, and rural households, have historically faced the highest barriers to accessing energy-efficiency solutions. This meant that the households who most needed to know about and take advantage of Energy Trust of Oregon’s tailored programs and solutions that reduce carbon and other greenhouse gas emissions and save money, had little to no awareness of their existence. Our challenge was to increase awareness and engagement within these communities to not only access these solutions but be a part of leading the transition to a sustainable, equitable, carbon-neutral energy-efficient future.

Solution

CLEAResult and Energy Trust of Oregon engaged us to create a best-practice multicultural integrated marketing campaign framework that would serve as the foundation for future marketing and behavior-change campaigns seeking to authentically educate and encourage households to take advantage of energy-efficiency incentive programs. Recognizing that we were embarking on a co-creation process in service to something much bigger than one campaign, we applied an audience-first research approach, beginning with community and partner engagement to understand the daily realities of the communities we hoped to reach, uncovering the messages and information that were directly meaningful and impactful for them, and identifying the most successful path to help them think and act differently. With this understanding, we developed a tailored integrated campaign framework, campaign messaging, a brand framework and a step-by-step roadmap with best practices for authentically engaging with key audiences, creating culturally-relevant messages, designing imagery and messaging centered in justice, that would reach and motivate audiences while providing critical information. 

Results

Instead of a one-size-fits-all campaign, the multicultural integrated marketing campaign framework we co-created is grounded in input from key communities, ensuring that equity and justice are woven into every stage. Energy Trust of Oregon’s future engagement to transform the energy-efficiency industry from one of exclusion to inclusion is now rooted in ethnographic research, deep and authentic relationships, community leadership, design justice, and centering our audiences from start to finish. Integrating the many important layers of communication and creating a powerful, effective campaign, we ensure that by using these best practices, we empower audiences with the information they need so they can create the stronger future they envision for themselves.

To get access to our multicultural integrated marketing campaign framework, contact us.