Abraham & Harrison Makes a Difference with a Leading Political Organization Noted For Its Success in Political Consulting.
The National Environmental Trust (NET) is a non-partisan organization established in 1994 to inform citizens about environmental problems and how they affect our health and quality of life. Within many conservationist, activist and non-profit circles, NET is widely known for its public education campaigns, use of modern communication techniques and scientific studies that translate the effects of modern environmental issues for everyday citizens.
The Rise of Online Media: Issues-based political battles are now fought online
Though successful in its public awareness campaigns, NET hit a political roadblock in August of 2007 when the 2007 Energy Bill and proposed Corporate Average Fuel Efficiency (CAFE) standards hit the mainstream’s attention. When corporate opponents (chiefly, the automotive industry) of the Energy Bill embarked on public awareness campaigns of their own, the very policy that NET had exhaustively advocated quickly derailed. Almost immediately, public outbursts could be heard from all corners of the country, as environmental-focused conversation shifted from a dull roar of advocacy to loud cries of “too strict and too soon.” Within a matter of hours, these cries evolved into momentum-dissipating discussions about of global climate change theories and the government’s responsibility to regulate national energy consumption. NET quickly noted the rapid spread of intentional and confusing misinformation about the bill and the nation’s energy alternatives, causing a subsequent reduction of pressure on Congress and the White House by the public.
In retaliation, NET released a series of pro-Energy Bill advertisements within a number of leading geo-targeted publications in addition to a variety of press releases. When the advertisements failed to ignite the noise that they had hoped, especially online, NET soon realized that they were in the midst of a communication crisis.
Abraham Harrison and NET Turn the Tide and Win: CAFE standards win the day; the first federal increase in gas mileage in 15 years is enacted over strong industry resistance
In the thick of their fight against the corporate Energy Bill opponents, NET contracted Abraham & Harrison to employ an aggressive, strategic Online Conversation Marketing Campaign, immediately. In hoping to close gap between their print advertising investment and reaching the public in an effective, moving manner, Abraham & Harrison’s online advocacy programs on behalf of NET were focused on driving awareness about the overarching benefits of the Energy Bill, as well as the importance of “everyday citizen activism” to move the bill through the legislative process. During an aggressive 45-day campaign prior to the final vote on the bill, AHLLC fervently reached out to the online community with NET’s messaging. In addition to rallying the like-minded groups (the online environmentalist, conservationist, activist), Abraham & Harrison also employed an aggressive re-information campaign, targeted at consumers throughout the Internet. Via this outreach, Abraham & Harrison secured coverage in more than 30 influential blogs and online media outlets within a 45-day period. To complement the online PR strategy, Abraham & Harrison also deployed a massive Online Grassroots Advocacy program, in which more consumers found within over a thousand online communities (including online message boards, forums, Usenet, Listservs, social media outlets and the blogosphere), were re-informed of the truths, and subsequent benefits of the Energy Bill. En fin, Abraham & Harrison reached an estimated 250,000 online influencers and mobilized countless formerly passive environmental activists into action.
Following widespread public support, the Energy Bill, complete with CAFE Standards, was passed on December 19, 2007.