The Challenge: The Midstream industry has flown under the radar for decades, so how do we make it a prominent and relevant part of the conversation about the future of energy?
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Midstream plays an integral role in powering the lives of 330 million Americans every day. 99.9% of all materials and resources transported via pipeline are moved without incident, allowing our country to continue receiving the reliable and affordable energy we’ve come to expect.
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The future of energy is complicated and seems to change direction every day. As a country, we are all navigating the nuances of climate change, energy reliability, the safety of our energy resources, stories of innovation and the economics of energy resilience.
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In June 2021, Hahn conducted in-depth research and interviewed experts in the energy and midstream industries to understand what issues exist and how we should address them. There was a resounding need for a new, bold campaign to address widespread misunderstandings about the energy industry.
\n"},{"__typename":"WpOurWorkProject_Ourworkcontent_PageBuilder_WorkContentBlockWithAccent","fieldGroupName":"OurWorkProject_Ourworkcontent_PageBuilder_WorkContentBlockWithAccent","textContentWithAccent":"Through paid digital media, earned media, targeted e-newsletters and social media, we have directed our audience back to letscleartheairnow.org, the campaign website. The website houses explainer videos, interactive data stories, lists of misconceptions about the energy industry paired with data-backed responses, and offers ways for users to interact and engage with the campaign.
\n"},{"__typename":"WpOurWorkProject_Ourworkcontent_PageBuilder_WorkContentBlock","fieldGroupName":"OurWorkProject_Ourworkcontent_PageBuilder_WorkContentBlock","textContent":"‘Let’s Clear the Air’ reaches people across ages, political lines, ideologies and industries and engages them in a conversation about energy. We want to know what they’ve heard and what they think so we can tell Midstream’s side of the story in an honest, respectful and conversational manner.
\nThe tone of this campaign is warm, open-minded, unintimidating, educational, modern and team-oriented. The purpose is to create a safe space to ask questions, put the rumors on the table, learn from one another and work toward a cleaner energy future. This campaign gives a voice to everyone who wants to be a part of the solution.
\n"},{"__typename":"WpOurWorkProject_Ourworkcontent_PageBuilder_WorkContentBlock","fieldGroupName":"OurWorkProject_Ourworkcontent_PageBuilder_WorkContentBlock","textContent":"To stay ahead of the spreading of misinformation, GPA Midstream/GPSA and its members agreed to be the face of truth, vulnerability and solutions when discussing the future of energy.
\nIn the Fall of 2022, we launched social media handles dedicated to the campaign. Each platform was strategically selected based on audience, advertising effectiveness and ability to create an authentic presence. Engagement with the website has been steadily increasing, with a sharp peak during the annual GPA Midstream/GPSA convention when Hahn presented the campaign to members and participants.
\n"},{"__typename":"WpOurWorkProject_Ourworkcontent_PageBuilder_WorkContentBlock","fieldGroupName":"OurWorkProject_Ourworkcontent_PageBuilder_WorkContentBlock","textContent":"The initial campaign audience has been employees of the energy industry, particularly those involved in midstream operations. The goal is to create consistent talking points, positive attitudes and interest in sharing the campaign with wider audiences. The campaign website also has a “Heroes” section to recognize individuals and companies contributing to the advancement and development of clean energy solutions.
\n2023 will be the year of expanding to our research-based audiences of right-leaning Gen Z and scientifically curious Millennials.
\n"},{"__typename":"WpOurWorkProject_Ourworkcontent_PageBuilder_WorkContentBlockWithAccent","fieldGroupName":"OurWorkProject_Ourworkcontent_PageBuilder_WorkContentBlockWithAccent","textContentWithAccent":"By partnering with Hahn, GPA Midstream/GPSA launched its first educational, digital advocacy campaign. By starting with the energy and midstream industry as the initial audience, there has been keen interest in the campaign’s success, and viewers have been eager to support its growth.
\nThe midstream industry now has the easy-to-share data and talking points to address misconceptions that they hear from friends, family and customers through the use of:
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