Designing for Perfect Power

Our modern world requires a power system that we can rely on to be efficient, reliable and affordable. Vanguard provided the Galvin Electricity Initiative with a range of PR and communications strategies that helped the organization reach and persuade diverse audiences that such a system is attainable. Doing so required a sophisticated suite of materials that captured and kept attention. We developed an initiative “mascot” known as Sad Socket and built an advertising campaign around him to deliver the message that the current system simply can’t keep up. The combined print and online advertising effort drove more than four times the usual number of unique visitors to the Initiative’s website per month. Ads ran in major papers and generated coverage and interviews with science journalism giants, from Fortune to ClimateWire to Popular Science.