Protect Our Winters

People don't typically think about what's powering the electricity grid, but outdoor enthusiasts do think a lot about using the most up-to-date gear. We worked with Protect Our Winters (POW), a nonprofit that helps passionate outdoor people protect the places and experiences they love from climate change, to get people to care about the grid.

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We created a concept and digital campaign around the idea that you wouldn't want to camp in a 70 year old sleeping bag, ride a rusted old mountain bike, climb in shoes from the 50s, or run in a dress–so you should expect the same from the electricity grid. Through humor and relatable analogies, we were able to engage outdoor people on an otherwise wonky issue and drive support for grid infrastructure updates. Mobilizing this support from outdoor enthusiasts helped drive the passage of critical federal funding for grid updates through the Inflation Reduction Act. It also sparked conversation among a broad, lay audience on a critical topic for climate action in the U.S.

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This work proves that climate advocacy does not always have to be serious. In fact, some of the best, most engaging work on dry topics such as this comes through humor and relatable analogies.

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