The geothermal industry is pulling together to launch its first awareness campaign through the Geothermal Exchange Organization (GEO), a nonprofit trade association promoting the manufacture, design, and installation of geothermal heating and cooling systems, and it’s using real climate change deniers to sell it.
The campaign’s message is: no matter where you stand on climate change and the environment, we can all agree on geothermal energy – even if the reasons are completely different.
At the center of the ‘Energy We Can All Agree On’ campaign is a series of videos in which a left-leaning environmentalist and self-proclaimed geothermal spokesperson, Eric Caspian-Johnson Garcia-Marquez (actor Eric Satterberg), heads to America’s heartland and speaks with real climate change skeptics about the benefits of using geothermal energy to heat and cool their homes, encouraging them to consider the green alternative.
What at first appears to be a green energy spoof turns into a series of honest conversations about geothermal energy. Most interviewees are unmoved by his environmental arguments, until he shows them how much money they've wasted over the years by using fossil fuels over geothermal.
Even though the conversations don’t fundamentally change either party’s environmental beliefs, the videos reveal that both sides can agree on the benefits of geothermal, including cost savings, the fact that it’s 100% renewable, the consistent comfort and the independence from fossil fuels.
“Geothermal is the energy you already own right in your own backyard, but it has extremely low consumer awareness, so we needed to do something disruptive. We set out to prove that no matter who we are or what we believe, we can all agree that geothermal energy just makes sense,” stated Ryan Dougherty, chief operating officer, Geothermal Exchange Organization. “Featuring real people in real conversations makes our message that much more clear, relatable, and powerful.”
The ‘Energy We Can All Agree On’ campaign, created by 180LA, signals the first time the geothermal industry has pooled resources to launch an advertising campaign, with three competitor brands – WaterFurnace, ClimateMaster, and Enertech – joining forces to drive awareness and education for the entire geothermal category. The campaign includes connected TV, online video, streaming radio, paid and organic social, influencers, and website.
“Most people don’t spend a lot of time thinking about heating and cooling,” stated Brian Farkas, creative director, 180LA. “But the fact is, nearly 40% of greenhouse gas emissions come from heating and cooling buildings.”
A recent Yale University study found climate change is the single most polarizing issue among American voters, even more so than abortion and gun control. Additionally, according to a Gallup poll, nearly half of Americans believe climate change will not affect them.
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