Client: ICC
Industry: Energy
Media Types: Digital, Web, Outdoor
Our Responsibilities: In a political and economic climate where renewable energy is so highly esteemed, the reality of coal’s impact was often lost to the citizens of the state of Indiana. Coal power is abundant, affordable, and with the advances in technology it’s 80% cleaner than just 25 years ago. Coal is not the only answer to our energy needs, but it’s a big part of the overall solution and it allows Indiana’s economy to hum along. We needed to increase Hoosier’s awareness of this energy reality. Utilizing pre- and post campaign awareness surveys we were able to increase the awareness of coal in the state by 6% in just six months. Additionally, we were able to influence the perceptions of coal, showing an increase in knowledge of coal’s abundance by 3%, and affordability by 7% while decreasing the perception of coal being dirty by 3%.
“This campaign is outstanding. I have never seen such an effective result come from a budget of this size.”
— Hal Quinn (National Mining Association President & CEO)