Energy Upgrade California

Government initiative aimed to influence Californians to become more energy-conscious, with the overarching objective of reducing greenhouse emissions by 30% before 2026. Managing all partners, including media buying, transcreation agencies, digital, PR, and public affairs collaborators, was essential in executing this initiative. Media strategies encompassed traditional plans across broadcast, internet, social, OOH, and print, alongside event activations, brand partnerships, and celebrity influencers. The primary challenge revolved around altering behavior rather than promoting a product, emphasizing the need to encourage energy-efficient practices among Californians.