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Case Studies
NYS Energy Research & Development Authority
Low Income Energy Assistance Program
PUTTING ENERGY HELP
AT PEOPLE'S FINGERTIPS
It's a chilling fact. Forty-three percent of low-income New Yorkers struggle to pay their home energy bills during the winter. Despite this troubling statistic, assistance is available to help the working poor, the elderly on fixed incomes and the disabled.
In November 2001, the New York State Energy Research and Development Authority (NYSERDA) turned to us to implement a six month consumer education campaign designed to inform income-eligible New Yorkers about more than 100 energy and money saving programs.
ONE CALL DOES IT ALL.
The primary goal of the communications initiative was to encourage New Yorkers to call to connect with energy assistance resources in their area.
Instead of having multiple phone numbers for the myriad of programs available, we decided to streamline the process by creating one toll-free hotline (1-866-HELP-4-NY).
The phone number was then prominently displayed in all of the campaign's advertising materials, including a catchy TV spot, radio PSA, direct mail pieces and posters. It was also listed in two press releases we issued, as well as in all TV and radio interviews.
PEOPLE REALLY WARMED UP TO US.
Although the winter of 2001/2002 was mild by Empire State standards, the campaign was a great success. The media portion of the campaign (paid television and TV PSAs) generated 302 million impressions, while more than 1.1 million additional impressions were garnered through 17 TV and 15 radio interviews conducted around the state.
All told, nearly 4,000 low income New Yorkers were triggered to pick up the phone and inquire about available energy assistance programs.
