Money Talks as Climate Change Deniers Learn How Much They Could Save by Ditching Fossil Fuels – Adweek
Among scientists, 97% agree that humans are causing climate change and global warming. That’s about as close to a verified fact as the scientific community gets. So why is there still an ongoing debate about climate change?
A distrust of scientists—or of the media giving a voice to those scientists—is usually at the heart of a climate change denier’s beliefs. But a new campaign by 180LA for the Geothermal Exchange Organization (GEO), a nonprofit trade association promoting geothermal energy, is successfully convincing climate change deniers to move away from fossil fuels.
No, these red-blooded, red-voting Americans have not come around on the near-consensus findings of the scientific community. GEO is reaching them through a universal color: green.
Money talks. While they may treat climate change as a hoax, the bottom line is impossible to ignore. GEO sent self-proclaimed environmentalist Eric Caspian-Johnson Garcia-Marquez (actually actor Eric Satterberg) into America’s heartland to show how much fossil fuel-based heating and cooling has cost them over the years.
The result is a campaign that ignores the wild conspiracy theories and instead opts to find common ground. If they won’t listen to scientists (but please just listen to scientists), the price disparity between geothermal and fossil fuel heating and cooling is a sound argument. Eyebrows rise when the difference is shown to be in the tens of thousands of dollars.
“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,” said Ryan Dougherty, chief operating officer of GEO. “Featuring real people in real conversations makes our message that much more clear, relatable, and powerful.”
While it is hard not to facepalm when watching people dismiss facts backed up by 97% of all professionals qualified to talk about these issues, at least GEO has found a way to cut through whatever misconceptions climate change deniers are still desperately clinging on to.
“The U.S. and the entire world are fiercely divided on climate change,” added Tylynne McCauley, creative director at 180LA. “But this innovative product, along with the core idea behind this campaign, hold the power to bridge this chasm and bring people on both sides together to stand on common ground. And in today’s political climate, that’s hard to do.”
Client: Geothermal Exchange Organization
Campaign Title: “Energy We Can All Agree On”
Chief Creative Officer: Al Moseley
Creative Directors: Brian Farkas, Tylynne McCauley
Sr. Copywriter: Will Sands
Sr. Art Director: Robison Mattei
Sr. Producer: Dave Lambert
Designer: Rachael Morello, Bory Chung
Account Director: Rebecca Bowman
Strategy Director: Maggie Speciale
Social Strategist: Lauren Murphy
Photographer: Rich Saal
Production Company: The Bear
Director: Ben Steinbauer
Producer: Janice Woods
Producer: Greta Kovach
Editorial Company: 180LA
Editor: Joe Schiffer
Audio Record & Mix: Therapy Studios
Color Grade & Online: Therapy Studios
Producer: Margaret Ward
Enertech Global, LLC.
CEO: Steve Smith
Marketing Director: Mallory Fohne
Senior Content Creator: Bryson Buehrer
CEO: Todd Graf
Marketing Director: Scott Stayton
WaterFurnace Renewable Energy, Inc.
CEO: John Thomas
VP of Sales & Marketing: Bruce Cole
Marketing Director: Tim Litton
Geothermal Exchange Organization:
President & CEO: Doug Dougherty
Chief Operating Officer: Ryan Dougherty
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