How can we get Americans excited about the solutions?

Tackling climate change means building a lot of things, really fast. Luckily, America is full of hard-working people who can get the job done.

The Challenge

Making climate progress real and relevant

The oft-used frame of green jobs often fails to connect, as it exists on a conceptual level. Our research is clear that people don’t see “climate jobs” as being for them, and don’t connect with conceptual arguments about an economic transition. So, when politicians rightfully say that switching to clean energy will create jobs, it tends to fall on deaf ears. People think those jobs are for specialized workers, not people like them.

Challenges
The insight

Help people see where they fit in

If we want people to consider themselves part of the solution to climate change, they have to understand what role they can play. Those abstract “jobs” politicians are always talking about have to be made real and tangible.

The Great American Build

In order to build a new economy, we need everyone: the engineers, the electricians, the contractors, the welders, the plumbers, the construction workers, the IT folks, and everybody in between. The Great American Build campaign was a call to arms that helped Americans understand that a “clean energy job” is just about doing what you already do to build a safer, cleaner future.

The Great American Build

Calling All Builders was created to rally American workers across industries, and unite around a cleaner, more prosperous future. To kick off The Great American Build, we set out to rally the ones who can drive a healthier future: the builders.

I Can Do That

The Great American Build was a reminder that we already have many of the tools and skills we need for a healthier future. We just have to roll up our sleeves, and keep getting things done. In case there was ever a question of “are we capable of rebuilding something this big?” – the answer is simple. We’re already doing it.

It's more than American jobs

It's American workers.

The jobs message isn't as effective as people think

You hear it everywhere: jobs, jobs, jobs. But our testing shows that on its own, a vague notion about future jobs doesn’t resonate with people. They don’t believe they’re qualified or that those jobs will be for them.

Humanize, humanize, humanize

When you put faces, professions and timelines to those jobs, people perk up. Being specific about the workers who will help us tackle climate change is key, especially if those workers are middle class and working class Americans.