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Creative

Lowe Profero Honours Earth Day with a California-wide 'Green Out'

Mullen Lowe North America, 2 years, 6 months ago

Several agencies team up for Energy Upgrade California social campaign

Lowe Profero Honours Earth Day with a California-wide 'Green Out'

A consortium of agencies, led by Lowe Campbell Ewald and encompassing Lowe Profero, Ogilvy and Momentum, launched a new campaign tied to Earth Day for Energy Upgrade California, a state initiative that encourages Californians to take action to save energy and conserve natural resources. Energy Upgrade California’s Green-Out  just launched and runs through April 25.   

The campaign is three-fold with social media being a central component. Utilizing Earth Day’s long-standing Billion Acts of Green initiative (an effort that mobilizes individuals and organizations to pledge to implementing their “act of green”), the new campaign asks Californians to share their “acts of green” socially using the hashtags #StayGoldenCA and #BillionActsOfGreen via Twitter, Facebook, Instagram, and other social platforms. 


Secondly, there is a call for a “Green-Out” on social channels. The campaign is partnering with a mix of influential social media users from around California. These pre-selected social influencers received a toolkit with green assets to turn their profile pictures green (a green color block) and in-turn spark user-generated content of “green” images, both literally and figuratively (i.e. the campaign’s green color block or an image of someone recycling/switching to energy efficient light bulbs etc.). In addition, Energy Upgrade California has “Greened-Out” its social profile pics, and added a green filter to its website homepage to further drive its commitment to the cause.

Various community events are also taking place during the week throughout California, at which Energy Upgrade California will further amplify the Green-Out in person. 

Lowe Campbell Ewald was the lead that managed the entirety of the integrated campaign, while Lowe Profero was a key partner that originated the bigger idea for the Green-Out. 

Creative Agency

Creative Agency: Lowe Profero, Ogilvy and Momentum

Category: Charity , Corporate and social

Genre: Digital