Build Public
Renewables
(Public Power New York) Campaign Branding & Design | 2024–2026
Renewables
(Public Power New York) Campaign Branding & Design | 2024–2026
Additional credits: Charlie Heller (copywriting);
Lawrence Wang (copywriting); Devon Manney (illustration)
In 2023, after four years of organizing for the campaign, I was hired by the Public Power New York coalition alongside two to help concept and design an ad campaign to help see the bill passed after two narrow but gut-wrenching defeats the years prior.
The bill faced entrenched opposition from the fossil fuel industry and their political allies — especially the newly-elected Governor Kathy Hochul, whose unusually close race in reliably blue New York sparked outrage about her regressive politics.
The ad campaign centered the power of New Yorkers to demand a green future from the governor., with visuals designed to evoke feelings of pride in public goods, nodding to a New Deal past without feeling dated or nostalgic.
The bill faced entrenched opposition from the fossil fuel industry and their political allies — especially the newly-elected Governor Kathy Hochul, whose unusually close race in reliably blue New York sparked outrage about her regressive politics.
The ad campaign centered the power of New Yorkers to demand a green future from the governor., with visuals designed to evoke feelings of pride in public goods, nodding to a New Deal past without feeling dated or nostalgic.
We ran digital ads across web and social media and, in the last months of the campaign, purchased billboard and bus shelter placements in Albany where every legislator, staff member, and especially the governor could see it.
The digital ad campaign reached 382,200 people in strategic districts across New York, averaging $0.64 cost per click and $6.70 cost per action. The ads helped galvanize people around bill following years of careful organizing.
In May 2024, the bill passed, becoming one of the first, big Green New Deal bills to pass a state legislature.
The digital ad campaign reached 382,200 people in strategic districts across New York, averaging $0.64 cost per click and $6.70 cost per action. The ads helped galvanize people around bill following years of careful organizing.
In May 2024, the bill passed, becoming one of the first, big Green New Deal bills to pass a state legislature.