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The Payback: Making the IRA's clean energy cash and savings feel REAL

A—B PROJECT
The Payback: Making the IRA's clean energy cash and savings feel REAL by A—B

credits

Title
  • The Payback: Making the IRA's clean energy cash and savings feel REAL
Entrant
  • A—B

About This Project

Summary

One of the biggest battles of 2024 is fending off attacks on our climate wins. Te Inflation Reduction Act (IRA) invests hundreds of billions in clean energy, spurring hundreds of thousands of new jobs, and tens of billions in clean energy savings. But we have a HUGE problem: those most likely to support climate action and clean energy (BIPOC, Gen Z/Millennials and lower income) are the LEAST LIKELY to have heard about the IRA. We had to fix that ASAP - with that a new culture forward campaign

Goals & Objectives

With attention grabbing, cheeky creative, the campaign make sure the IRA’s clean energy savings and climate equity investments land in the people’s hands! It aims to make sure Black and Latinx audiences clearly understand the wins in this landmark policy — so they're ready to defend it.

Results & Impact

As of July 2024 through a combo of video and graphic display ads -- The Payback has served 5+ million targeted impressions to younger, Black and Latinx voters and likely voters in AZ and GA. Across 2024 we will saturate these and other States (NC, NV etc) reaching millions with empowering content.