Paid Creative & Ads
Paid ads are a critical tool to any successful campaign.
Through my work at the Sierra Club we were able to achieve the attention of key decision makers by critically thinking about what messages, images, and audiences would influence them resulting in building political relationships and garnering future success.
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Mailers
GOAL: Pressure Governor Cuomo to retire the Cayuga coal plant instead of bailing it out
PROCESS: By highlighting the pollution from the local coal plant to the attention of community members through an educational mailer, Gov. Cuomo received postcards of concerns from thousands of Cayuga Lake residents
SUCCESS: Not only did the Governor feel the pressure and agree to meet with our organizers, this ushered in conversations around state funding for the retirement of the coal plant, plus led the charge for the phase out of all coal plants state-wide
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Billboards
GOAL: Influence Governor Cuomo to increase his large-scale offshore wind commitment in New York
PROCESS: Leaned into Gov. Cuomo’s ego and used language around leadership, while focusing on images of blue-collar workers to emphasize job growth and the ability for environmentalists and unions to work together. This was coupled with a digital buy and earned media push
SUCCESS: Governor Cuomo increased the state’s commitment to large-scale offshore wind and union-wage jobs
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Radio
GOAL: Create public pressure to both influence Governor Wolf and provide cover for him to shut down the Brunner Island coal plant
PROCESS: Targeted the local community and highlighted compelling messages around pollution rates and economic data to allow Gov. Wolf to support a phaseout of the plant
SUCCESS: Governor Wolf’s team called our organizers saying they heard the ad and asked for meeting