NRDC: Demand Clean Power

A national campaign to demand clean power.

Design Strategy
Visual Communication

The Natural Resources Defense Council (NRDC) is a powerful environmental action group that advocates for clean energy use, endangered wildlife, safe water supplies, and many other causes related to the environment. The NRDC contacted verynice to oversee the launch of their Demand Clean Power campaign, which empowers the movement against fossil fuels and aimed to stop the Keystone XL Pipeline. To do this, we provided animation, video, copywriting, social media management, web design, and branding for the campaign.

Screen-shot-2014-07-16-at-11.04.06-AMWhen forming the overall campaign strategy, our primary challenge was to find ways to connect with a millennial audience. The NRDC’s audience included few individuals less than 40 years of age. For the first time, the NRDC wanted to actively seek a younger audience to become advocates for these issues.

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Bringing a new demographic into the NRDC’s network required us to depart from strategies the NRDC had used for past campaigns. By researching how millennials are discussing environmental issues, we were able to form a brand design and voice that would resonate with a younger audience. This included an emphasis on storytelling, using narratives to explain the urgency and importance of each issue.

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We also knew that infographics and political rhetoric could be effective tools for encouraging action in a younger crowd. Inspired by the aesthetics of protest signs, we incorporated this idea into our web design and animation, also reflecting the idea of protest in our social media messaging with strong calls to action: “Tell President Obama to veto the Keystone XL Pipeline bill.”

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After the campaign launch, the NRDC reported back to verynice that our campaign had reached millions and our social media strategy had been effective in reaching a younger audience. We were later proud to learn not only that President Obama vetoed the Keystone XL Pipeline, but also that many publications had attributed this to the NRDC’s work through Demand Clean Power.

In addition to the primary Demand Clean Power campaign, we also launched a campaign known as “Artists Demand Clean Power.” As an off-shoot of our Demand Clean Power campaign with the National Resource Defense Council, we invited artist Daniel Everett to create a painting inspired by his family’s experience with fracking… in just 24 hours.

That’s right. For 24 straight hours we sat in a room and documented the chaotic rush to the finish line. Dan is an artist currently based in Los Angeles, but his family lives in Forksville, Pennsylvania. His mother was forced to leave her home in PA due to the dangerous fracking that was taking place just 1000 feet away. 

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This painting is an interpretation of the corrupt practices that are far too common, from the perspective of someone on the ground level.

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Credits

Creative and Strategic Direction:
Matthew Manos

Social Media Lead:
Andrew Gottlieb

Web Development:
Maya Benari

Animation Production:
Jasmine Youssefzadeh

Video Production:
Jeremy Eichenbaum

Design:
Matthew Manos, Patrick Chew, Adrian Mendez

Illustration:
Daniel Everett


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