Energy & Sustainability

Toggle Menu

<< Back to Work
FirstEnergy: Sustainability Campaign

The switch is on.


FirstEnergy, a utility holding company based in Ohio, wanted their customers to learn about their pledge to minimize their environmental impacts for the future. In order to do so, the story of their commitment to switch to clean energy had to be told, and with over six million customers in six different states under 10 different brands, that story had to be far reaching.


To make a real impact in the marketplace, Mower created an integrated campaign featuring print, online, outdoor, radio, paid search and social media advertisements centered around the theme “The switch is on.” These campaign materials aimed to communicate FirstEnergy’s goal to reduce CO2 emissions by 90% by 2045, and used facts and statistics to show customers that their energy provider was doing its part for the environment, while still meeting their needs in a reliable and efficient way.


Additionally, Mower developed a microsite to provide customers with more information on FirstEnergy’s pledge to help the environment. With a video of FirstEnergy CEO Chuck Jones speaking about “The switch is on” and a detailed infographic on the subject, the microsite excelled at giving consumers a more comprehensive look at FirstEnergy’s message.


In the first 3.5 months of the campaign, more than 218 million media impressions were generated along with over 626,000 site visits, both far exceeding benchmarks for cost efficiency and user site engagement. Those exposed to the ads were 16% more likely than those who had not seen the ads to agree that FirstEnergy shows a commitment to sustainability.

Thank you for your submission, someone from Mower will contact you shortly. You also now have access to all premium content on

Thank you for your interest in Mower insights and emails. You should begin receiving the information you requested shortly. You also now have access to all premium content on

Thank you for your submission. As a subscriber, you now have access to all premium content on this site. Be sure to visit regularly to download new articles and ebooks.

In order to get the best possible experience using our website, we recommend that you upgrade to a newer version or a different web browser. Links to supported web browsers can be found below:

Internet Explorer

It looks like you are running Internet Explorer in Compatibility View. This site will only work if you turn this view off. Use the browser Tools menu to change your settings.