Duke Energy
Blue Horizons

Creating a culture of energy efficiency

Building on, and tying to, existing Duke Energy and community communications, PR and grassroots activities, the brand marketing strategy and campaign needed to persuade the community to reduce energy consumption, as well as raise awareness and support for renewable energy.

To ensure the campaign resonated with diverse communities and stakeholders, we conducted on-the-ground focus groups with community organizations. We named it The Blue Horizons Project and developed an overarching brand and story for the initiative. 

The campaign reduced overall energy consumption, eliminating the need for another natural gas “peaker” power plant for the foreseeable future. 

A new microsite served as a centralized hub for Duke Energy’s efficiency programs, ways to make homes and buildings more energy efficient, and a place to donate to help lower-income neighbors. 

The campaign motivated residents and businesses to take specific actions to reduce peak energy use and increase overall efficiency of homes and buildings. 

The campaign also drew attention to renewable energy programs in development and educated people on the benefits. 

Change minds. Change behavior.  Change the future. 

Buncombe County permanently shelved construction on a new power plant. Enrollments in Duke Energy’s EnergyWise home program more than doubled the goal, and eight times more local businesses signed up for EnergyWise than anticipated. Plus, the initiative helped pave the way for approval of a microgrid project that members of the community supported with the utility commission.