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Client: Delmarva Power

Objective: To enhance the reputation of Delmarva Power among consumers and government decision makers. Another goal was to raise the morale of the company’s employees.

Strategy: Delmarva Power was struggling with the negative perceptions most power companies were facing at this time: namely that they were polluting the air and water, overcharging for energy and not preparing sufficiently for the future. All of these issues were addressed in this campaign. Featuring actual Delmarva Power workers in real life vignettes, this campaign demonstrated that Delmarva was improving the environment, working to assure more accurate billing and exploring new energy sources for the future.

Results: The Company’s public approval rating went up more than 80% within a few weeks! The employees were thrilled that three of their own colleagues were featured in these stories representing them. And all of the ads, radio spots and TV commercials won gold awards in several shows.