PG&E

Kristi Wilkins was on the Building Decarbonization Coalition board that hired us to create a statewide electrification campaign. Drawing on behavioral science insights from our SF Environment work, we built a brand people could actually connect with: The Switch Is On.

Nearly a decade later, Kristi brought us back to help PG&E launch its next electrification campaign. The insight: the first movers have already moved. This campaign is for the other 95%—the people who need permission, not persuasion. It has become the most successful electrification campaign in PG&E history.

Because going electric is an emotional decision, we created videos around relatable moments of hesitation—like jumping off a high dive or the first dance—instead of talking about technology. In research and in the real world, the campaign has dramatically exceeded expectations.

Today, we’re also helping another PG&E team accelerate electric school bus adoption by engaging underserved school districts across California.
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