The Energy Star seal was created to encourage consumers to help protect the environment by purchasing energy-efficient appliances. While at Bozell Advertising, our own Bill Drake served as executive creative director and art director for the launch of an integrated public service campaign for the Environmental Protection Agency. The program succeeded in positioning the Energy Star mark as a nationally recognized symbol for energy-saving, money-saving electrical products and home design concepts.
Consisting of television, online, print, radio and direct mail under the theme “Change”, the campaign was credited with not only influencing consumer awareness but also changing purchasing behavior. The EPA recognized the Energy Star effort by awarding it “Best Consumer Awareness Advertising” two years in a row.