Kansas is the promised land for clean energy, with abundant sun and wind. But electricity demand is spiking, and working Kansans’ bills have been increasing at a time when many families are facing inflation at the grocery store and the gas pump.
When monopoly utility Evergy started planning more expensive gas-fired power plants to meet increasing electricity demand, our partners at deeply rooted Kansas advocates Climate + Energy Project decided to lift up the voices of everyday Kansans who didn’t agree with that direction. The proposed gas plants are immensely expensive, and will hike electricity bills for decades.
Kansans carry the message
Focusing on heavily tested affordability messaging, we worked closely with Climate + Energy Project to produce three videos that elevate everyday Kansans’ concerns and fears about the new plants. The videos featured selfie video footage of Kansans from their homes, cars, and community events and were rolled out in a highly targeted social ad campaign on LinkedIn and Meta properties, as well as with organic shares. Our partners at Jogg.ai delivered the footage and worked closely with us on editing with their powerful database of clips.
With a spotlight on one person and followed by a zoom-out to dozens of Kansans speaking to the camera in a “Brady Bunch” style (for all you Gen-Xers), the videos highlight the consensus that pricey, polluting gas plants are not the solution Kansans need or want. Zooming in and out was particularly useful in creating a sense of broad community, while highlighting one person’s unique voice and concerns. Representing this kind of “people power” is just not possible with stock video, but it comes through loud and clear when real folks are sharing real thoughts.
Bridging divides and uniting Kansas
With a focused strategy targeting job titles and even geographies—even geotargeting an important Kansas cultural event—we were able to reach thousands of Kansans for a small budget and saw successful engagement across partisan, generational, and gender divides.
Today, the work against the gas plants continues on multiple levels, and as it has done for fifteen years, Climate + Energy Project is leading with solid principles and a healthy dose of Kansas pride.