Goal: With the intention of swaying local DC politicians, and their staffers, to pass policies that were in support of clean air and phased out coal-fired power, we were tasked with creating compelling DC Metro ads that would influence them in our favor. 

Process: It’s proven that children and puppies pull at people’s heart strings the most. Therefore, by highlighting children in different communities who were the most harmed by polluting power-plant smoke and putting names and faces to those who were developing childhood asthma from living under the coal-burning pollution, we knew we could have a real impact. 

Campaign Success: The campaign was used as a Metro station takeover at the main train stop across from the Capitol Building and was utilized in various locations (bus shelters, billboards, and at airport luggage carousels) across the country for multiple years. When this ad was first public the campaign touted closing 92 coal burning power plants. Within ten years we had closed over 370 of the nation’s 500 polluting plants.