Newspaper Ad – Solar Capital of South Carolina
04 . 04 . 20
Note: This campaign won a silver Pollie at the 2020 Pollie Awards.
The solar industry is booming in South Carolina, and by early 2018, growth had necessitated further legislative protections for solar companies against the regulated, monopoly utilities. Sadly, the bill to expand solar was killed on a technicality in 2018, but was revived in 2019.
H. 3659, to expand the solar industry in South Carolina, sailed through the South Carolina House unanimously in early 2019. However, some Senators held up the bill until the very last week of this year’s legislative session.
Our firm was hired by the solar industry to coordinate the outside effort (ie. non-lobbying) to raise support for solar – by running advertisements across the state, garnering earned media, and basically using any tactics possible to get the bill across the finish line…but to borrow a football analogy, we were stuck on the 5 yard line with little time remaining.
We needed one more push to get the ball across the finish line, and used a full page ad in the Darlington News and Press to get the job done.
Our firm thought outside the box of typical campaign tactics and went “back to basics” in creating a call to action. We effectively used grassroots pressure to win on an important issue, while spending very little money to get results for our client.