The Challenge
Develop a data-driven campaign aimed at raising awareness of the LIHEAP energy program to multicultural and low-income communities in targeted regions.
The campaign was designed to resonate with diverse demographics by utilizing targeted surveys to refine messaging and creative concepts. We worked closely with seven partner agencies to align their websites with the campaign branding, ensuring clearer communication and a more accessible sign-up process.
Objectives
Identified Target Demographics Using Priority Regional Data From DCEO to Ensure Outreach Effectiveness
Developed a Campaign to Raise Awareness of the LIHEAP Energy Program Among Diverse Multicultural Audiences Within the Qualifying Income Demographic
Collaborated With Seven Agencies to Enhance Their Websites, Aligning Them With Campaign Branding for Consistency and Clarity
Streamlined Messaging Across Digital Platforms to Reduce Confusion and Improve User Engagement
Target Audiences
- BIPOC
- Young Adults (18-34)
- Older Adults (65+)
- Populations whose native language is not English
