03 / Work
To bring the campaign to life, GMMB provided a fully integrated set of services. We began by conducting extensive qualitative, quantitative, and ethnographic research to develop a brand strategy, logo, and complete identity package. To help consumers visualize energy use and waste, we developed the unwasteNY Online Community and Social Network. It provided individualized energy use reporting (from data drawn from their utility companies) and peer-to-peer engagement to stimulate behavior change. It empowered New Yorkers to design a custom plan to unwaste their homes and businesses, and encouraged them with helpful nudges along the way.
Deployment of the campaign included wiring 250 homes with web-connected energy monitors that allowed them to monitor their electricity use in real-time. They collected energy data, tested different energy efficiency strategies, and then shared their stories with other New Yorkers about the simple ways to unwaste that were working for them.
Additionally, we created a full suite of TV, radio, online, and out-of-home advertising to encourage program uptake. To engage the media, we developed a communications plan and collateral media materials, including messages, press releases, fact sheets, bios, and backgrounders on the campaign. GMMB also led community-based outreach efforts, securing more than 800 organizations to be unwasteNY ambassadors with the aim of engaging their constituents in the campaign. As part of this outreach, GMMB created everything from letterhead, brochures, and business cards to illustrations, infographics, and designs for exhibits.