For Earth Day, several ad agencies, including Lowe Campbell Ewald, Lowe Profero, Ogilvy and Momentum, created a campaign for a California initiative called Earth Day for Energy Upgrade California which encouraged state residents to take action to save energy and conserve resources. The organization is supported by an alliance between state utility and energy agencies, individual utilities, municipal governments, businesses and non-profits.
The campaign was three-fold with social media central to the effort. Utilizing Earth Day’s long-standing Billion Acts of Green initiative, the campaign asked Californians and organizations in the state to share their “acts of green” using the hashtags #StayGoldenCA and #BillionActsOfGreen via Twitter, Facebook, Instagram, and other social platforms.
Join me and @EnergyUpgradeCA by greening out your profile! #BillionActsofGreen #StayGoldenCA http://t.co/sHd9AGCle9 pic.twitter.com/tyFz1YIVwt — Acterra (@planetacterra) April 17, 2015
I take short showers & bike everywhere. How are you going green this Earth Day? #BillionActsofGreen #StayGoldenCA #sp — Koi Fresco (@koifresco) April 19, 2015
Take the steps to conserve energy by turning extra lights off! Best tip this Earth Day! #BillionActsofGreen #StayGoldenCA #sp — idil (@idillionaire) April 19, 2015
Plug the sink instead of running the water to rinse your razor. Saves upto 300 gal/mo! #EveryDropCounts #StayGoldenCA pic.twitter.com/TjNEy6bDeT — EPIC (@EmpoweredPI) April 21, 2015
Secondly, there was a call for a “Green-Out” on social channels. The campaign partnered with some influential social media users from California. These influencers received a toolkit with green assets to turn their profile pictures green (a green color block) and encourage others to create user-generated “green” content.
Join me and @EnergyUpgradeCA by Greening Out your profile! #BillionActsofGreen #StayGoldenCA http://t.co/DdwhlvXSR9 pic.twitter.com/sRclUHaJk1 — sandralevy (@sandramlevy) April 14, 2015
Joining the #BillionActsOfGreen movement with client @EnergyUpgradeCA. Save water, save energy. #StayGoldenCA pic.twitter.com/350CFbJsw6 — Toby Phillips (@TobyCPhillips) April 22, 2015
Thirdly, Energy Upgrade California offered green tips to its Twitter and Facebook followers.
Let's all play our part to save water & energy. Treat every day like Earth Day. #BillionActsOfGreen #StayGoldenCA pic.twitter.com/AmTINygoPg — Energy Upgrade CA (@EnergyUpgradeCA) April 23, 2015
Energy efficiency is one of the easiest ways to combat climate change. #BillionActsOfGreen #StayGoldenCA pic.twitter.com/mPPnvTLqIg — Energy Upgrade CA (@EnergyUpgradeCA) April 23, 2015
Energy efficiency has saved Californians $65 billion. #BillionActsOfGreen #StayGoldenCA #EarthDay pic.twitter.com/A7jY5b4lei — Energy Upgrade CA (@EnergyUpgradeCA) April 23, 2015
Make small changes in your lifestyles to protect the California we love. #BillionActsOfGreen #StayGoldenCA pic.twitter.com/UgPlvyyChJ — Energy Upgrade CA (@EnergyUpgradeCA) April 23, 2015
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