2015 Agency Elite Awards: Branding

Winner: PacWest—Coloradans for Responsible Energy Development (CRED)

Coloradans for Responsible Energy Development (CRED) is a nonprofit organization created to educate Coloradans about the energy, economic and environmental benefits of safe and responsible oil and natural gas development. CRED’s purpose is simple and clear: Get the facts on fracking first before you make a decision. Prior to CRED, it was clear that the oil and natural gas industry’s messaging was not working. In November 2012 and 2013, ballot measures were passed across the state banning fracking. PacWest was tasked with changing the discussion. When CRED began in 2013, the opposition was driving the discussion at a rate of two-to-one against the oil and natural gas industry.

Instead of avoiding the subject and word “fracking,” they addressed it head on, educating Coloradans on the process and why it is safe. CRED’s work was unprecedented with communications and outreach statewide, including 2.1 million pieces of mail delivered to more than 550,000 households last year. Now 72 percent of Coloradans have heard of CRED, with 62 percent support from individuals living near fracking operations. As a final indication of success, 54 percent of Coloradans are more likely to oppose a moratorium on fracking.

Honorable Mentions

  • The Conroy Martinez Group - Conrad Miami Salutes the Cultural Champions of Miami
  • Kaplow Drives Brand Love & Laughter for Warner’s Bra with “Sleevage” Campaign
  • NJI Media - Vacation Better Branding