SharingChange Branding & Integrated Campaign

All we had to do was convince 225,000 members to do what they learned in kindergarten. Share.

It’s not often you get to actually change the world.

When Middle Tennessee Electric decided to rename & rebrand their charitable foundation it was a great responsibility. The biggest hurdle to overcome was that the enrollment of every member needed to be voluntary and intentional.

Our research was extensive and the planning intense. The creative hit upon the perfect combination of subtle humor and a promise of the easiest giving process imaginable. Using a plethora of media (TV, print, radio, social, web, and PR) the integrated campaign blanketed the media landscape for the first quarter then trailed off to a maintenance level.

The strategy paid off. Enrollment for similar foundation sign-ups hover in the single digits but within 18 months the campaign garnered an almost 50% participation rate. This means literally millions of dollars in giving to the communities that MTE serves. Mic Dropped. World Changed.

Project Info

Middle Tennessee Electric
Branding, Naming, TV, Radio, Print, Outdoor, POP, Environmental
Video: Hummingbird Studio, Radio: Spotland Productions
Photography: Hawkins Studio, Dave Hawkins
Sharing Change Middle Tennessee Electric Logo Design Image
Sharing Change Landing Page Design on iPad and iMac
Sharing Change Magazine Ad Layout Image
Sharing Change Billboard Layout Design