CASE STUDIES 2 of 3

Change a Light, Change the World

NYSERDA’s Compact Fluorescent Lighting (CFL) Campaign

Client: New York State Energy Research & Development Authority (NYSERDA)
Location: State of New York

Challenge/Business Need

The Environmental Protection Agency (EPA) and New York State Energy Research and Development Authority (NYSERDA),CSG’s Client, teamed up to coordinate an event and a stop for the national bus tour for the “Change a Light, Change the World” campaign. This event was held in October 2007 at Union Square Park in New York City. The goal NYSERDA and CSG set for this event was to have 10,000 people pledge to save energy and change their most used incandescent light bulbs to CFLs. Free CFLs where given out to consumers at the event.

CSG’s ROLE

CSG is the Strategic Marketing Contractor for NYSERDA’s Residential Efficiency and Affordability Programs. We planned and executed this event by securing:

• Union Square Park
  
• Good Morning America appearances
  
• Appearances on Good Day New York
  
• Additional media coverage including TV, radio, and newspapers

Our staff was on site to discuss the Change a Light, Change the World Campaign with consumers and to encourage them to take the pledge. In addition to our standard “boots on the ground” representatives at the booth, we also had “CFL Girls” dressed up in red, white and blue costumes with wigs shaped like CFLs and Socket Boy – NYSERDA’s mascot. These unique characters brought attention to the NYSERDA booth and created a buzz throughout the foot-traffic busy downtown NYC park.

Strategy & goals

CSG and NYSERDA partnered to:

• Raise public awareness of CFLs and energy efficiency
  
• Engage 10,000 people to pledge to save energy for 2007/2008 campaign
  
• Educate consumers about the benefits and safety of CFLs and ENERGY STAR
  appliances
  
• Provide the public with energy saving tips and information about NYSERDA’s energy efficiency programs.

NYSERDA, in addition to other state agencies, authorities and utilities, implements a variety of energy efficiency programs that reduce energy use and costs while also meeting associated public policy objectives. In New York State, the goal is to achieve a 15 percent reduction in electricity usage by 2015 compared to the projected level of electricity.

Impact

As a result from this event the 2007/2008 pledge were we exceeded our goal of 10,000 pledges with 11,377 pledges (14% over our goal).

Change a light – Change the World Campaign results
# of Pledges	11,377
# of Bulbs	100,365
Energy Savings	28,302,930 kWh
Cost Savings	$2,632,172
Greenhouse Gas	41,049,285 lbs.

CSG Contacts

Kara Faraone, CSG Marketing Coordinator