Pacific Gas & Electric (Integrated Campaign)
After a decade of mistakes and mismanagement, California’s largest utility company had a trust problem. A big trust problem. A “we-accidentally-blew-up-a-town-sized” trust problem. New leadership was committed to institutional change and massive investments in safety. But first, they needed to convince the community, their customers and, most importantly, their own employees that change was even possible. This integrated campaign not only made the promise, but also showed the progress along the way. Consumer confidence scores soared 30% in the first three months alone. And the campaign, boosted by a behind the scenes video and internal comms plan, gave 20,000 PG&E employees the chance to hold their head high again—at least for a little while.