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class="row"> <div class="spb_content_element col-md-8 col-sm-6 spb_text_column"> <div class="spb-asset-content" style="margin-top: 0px;margin-bottom: 0px;"> <h2>Raising the Visibility of Hydropower</h2> <p class="after-p before-p">So where does hydropower fit into the public conversation? The fact is, for decades, it hasn’t. For the general public, the idea of “clean energy” conjures up images of gleaming solar panels and spinning wind turbines; hydropower has been an afterthought. Anyone familiar with hydropower knows that it is key to a clean energy future, but we haven’t been able to tell our story; rather, it has gone unsaid.</p> <p class="after-p before-p">Thankfully, that’s changing due in part to NHA’s advocacy. Recognizing the critical need for the industry to proactively raise awareness with the public, NHA launched a digital advertising campaign designed to increase hydropower favorability among key groups.</p> <p>In its third year, the hydropower ad campaign continued the success of 2023’s “Clean Living” and 2022’s “Below the Surface” campaigns and honed a concurrent message highlighting hydropower’s role as the “Solution That’s Right in Front of You” to ensure a 24/7 reliable clean energy grid.</p> </div> </div> <div class="spb_content_element spb_box_content col-md-4 col-sm-6"> <div class="spb-bg-color-wrap "> <div class="spb-asset-content"> <div class="box-content-wrap"> <h3> Quick Links</h3> <ul> <li><a href="https://www.hydro.org/hydropower-ad-campaign-why-its-needed/#A">What Does Success Look Like?</a></li> <li><a href="https://www.hydro.org/hydropower-ad-campaign-why-its-needed/#B">Repetition is Key</a></li> <li><a href="https://www.hydro.org/hydropower-ad-campaign-why-its-needed/#C">Shifting Perception</a></li> <li><a href="https://www.hydro.org/hydropower-ad-campaign-why-its-needed/#D">How You Can Raise the Visibility of Hydropower</a></li> </ul> </div> </div> </div> </div> </div></section> <section class="container"><div class="row"><div class="divider-wrap col-sm-12"><div class="spb_divider standard spb_content_element " style="margin-top: 0px; margin-bottom: 30px;"></div> </div></div></section> </div> </div></section> <section data-header-style="" class="row fw-row"> <div class="spb-row-container spb-row-standard-width col-sm-12 text-standard" data-v-center="false" data-top-style="none" data-bottom-style="none" style="margin-top: 0px;margin-bottom: 0px;"> <div class="spb_content_element clearfix" style=""> <section class="container"><div class="row"> <div class="spb-column-container bg-type-cover col-md-4 col-sm-6 text-standard " style=""> <div class="spb-asset-content spb-column-inner row clearfix" style="padding-left:0px; padding-right:0px;"> <section class="container"><div class="row"> <div class="spb_video_widget spb_content_element col-sm-12"> <div class="spb-asset-content"><div class="video-wrap" style="padding-bottom: 56.25%;"><iframe itemprop="video" class="video-embed" src="https://www.youtube.com/embed/8OHFjU1vEQc?showinfo=0&controls=1&modestbranding=1&rel=0" width="1280" height="720" allowfullscreen></iframe></div> </div> </div> </div></section> </div> </div> <div class="spb_content_element col-md-8 col-sm-6 spb_text_column"> <div class="spb-asset-content" style="margin-top: 0px;margin-bottom: 0px;"> <h2>2024 – The Solution That’s Right in Front of You</h2> <p>This year’s campaign reminds viewers that hydropower is “the solution that’s right in front of you” to help defeat the climate crisis and balance a renewable grid. The ad targets agenda setters and climate thought leaders who will help shape America’s energy goals in this election year and beyond. This effort bolsters the message of prior campaigns by emphasizing water power’s key role in a clean energy mix.</p> </div> </div> </div></section> <section class="container"><div class="row"><div class="divider-wrap col-sm-12"><div class="spb_divider standard spb_content_element " style="margin-top: 0px; margin-bottom: 30px;"></div> </div></div></section> </div> </div></section> <section data-header-style="" class="row fw-row"> <div class="spb-row-container spb-row-standard-width col-sm-12 text-standard" data-v-center="false" data-top-style="none" data-bottom-style="none" style="margin-top: 0px;margin-bottom: 0px;"> <div class="spb_content_element clearfix" style=""> <section class="container"><div class="row"> <div class="spb-column-container bg-type-cover col-md-4 col-sm-6 text-standard " style=""> <div class="spb-asset-content spb-column-inner row clearfix" style="padding-left:0px; padding-right:0px;"> <section class="container"><div class="row"> <div class="spb_video_widget spb_content_element col-sm-12"> <div class="spb-asset-content"><div class="video-wrap" style="padding-bottom: 56.25%;"><iframe loading="lazy" itemprop="video" class="video-embed" src="https://www.youtube.com/embed/fvYDFPr2SKc?showinfo=0&controls=1&modestbranding=1&rel=0" width="1280" height="720" allowfullscreen></iframe></div> </div> </div> </div></section> </div> </div> <div class="spb_content_element col-md-8 col-sm-6 spb_text_column"> <div class="spb-asset-content" style="margin-top: 0px;margin-bottom: 0px;"> <h2>2023 – Clean Living</h2> <p>The “Clean Living” ad aims to push millennials to think beyond associating the concept of clean living with JUST what one eats and how they live; rather, to start thinking about clean energy in their everyday lives. Hydropower and pumped storage provide a 24/7 ready and reliable energy foundation allowing one to plug in EV’s, TV’s and more without thinking twice about whether the wind is blowing or the sun is shining.</p> </div> </div> </div></section> <section class="container"><div class="row"><div class="divider-wrap col-sm-12"><div class="spb_divider standard spb_content_element " style="margin-top: 0px; margin-bottom: 30px;"></div> </div></div></section> </div> </div></section> <section data-header-style="" class="row fw-row"> <div class="spb-row-container spb-row-standard-width col-sm-12 text-standard" data-v-center="false" data-top-style="none" data-bottom-style="none" style="margin-top: 0px;margin-bottom: 0px;"> <div class="spb_content_element clearfix" style=""> <section class="container"><div class="row"> <div class="spb-column-container bg-type-cover col-md-4 col-sm-6 text-standard " style=""> <div class="spb-asset-content spb-column-inner row clearfix" style="padding-left:0px; padding-right:0px;"> <section class="container"><div class="row"> <div class="spb_video_widget spb_content_element col-sm-12"> <div class="spb-asset-content"><div class="video-wrap" style="padding-bottom: 56.25%;"><iframe loading="lazy" itemprop="video" class="video-embed" src="https://www.youtube.com/embed/t7yvHyJNJ30?showinfo=0&controls=1&modestbranding=1&rel=0" width="1280" height="720" allowfullscreen></iframe></div> </div> </div> </div></section> </div> </div> <div class="spb_content_element col-md-8 col-sm-6 spb_text_column"> <div class="spb-asset-content" style="margin-top: 0px;margin-bottom: 0px;"> <h2>2022 – Beneath the Surface</h2> <p>Hydropower is more than just clean energy. Yes, it’s essential to our clean energy future, but there’s so much more below the surface. Many don’t realize that hydropower also enriches our communities by protecting our ecosystems and creating community gathering places.</p> </div> </div> </div></section> <section class="container"><div class="row"><div class="blank_spacer hidden-md hidden-sm hidden-xs col-sm-12 " style="height:70px;"></div><div class="blank_spacer hidden-lg hidden-sm hidden-xs col-sm-12 " style="height:50px;"></div><div class="blank_spacer hidden-lg hidden-md hidden-xs col-sm-12 " style="height:30px;"></div><div class="blank_spacer hidden-lg hidden-md hidden-sm col-sm-12 " style="height:30px;"></div> </div></section> <section class="container"><div class="row"><div class="divider-wrap col-sm-12"><div class="spb_divider standard spb_content_element " style="margin-top: 0px; margin-bottom: 30px;"></div> </div></div></section> </div> </div></section> <section data-header-style="" class="row fw-row"> <div class="spb-row-container spb-row-standard-width col-sm-12 text-standard" data-v-center="false" data-top-style="none" data-bottom-style="none" style="margin-top: 0px;margin-bottom: 0px;"> <div class="spb_content_element clearfix" style=""> <section class="container"><div class="row"> <div class="spb_content_element col-sm-12 spb_text_column"> <div class="spb-asset-content" style="margin-top: 0px;margin-bottom: 0px;"> <h2>2024 Campaign Results</h2> <p>The most recent campaign achieved tremendous results. This year<span class="TextRun SCXW259763651 BCX8" lang="EN-US" xml:lang="EN-US" data-contrast="auto"><span class="NormalTextRun SCXW259763651 BCX8">, the target audience</span><span class="NormalTextRun SCXW259763651 BCX8">s</span><span class="NormalTextRun SCXW259763651 BCX8"> for the </span><span class="NormalTextRun SCXW259763651 BCX8">campaign w</span><span class="NormalTextRun SCXW259763651 BCX8">ere</span> <span class="NormalTextRun SCXW259763651 BCX8">Washin</span></span><span class="TrackChangeTextInsertion TrackedChange SCXW259763651 BCX8"><span class="TextRun SCXW259763651 BCX8" lang="EN-US" xml:lang="EN-US" data-contrast="auto"><span class="NormalTextRun SCXW259763651 BCX8">g</span></span></span><span class="TextRun SCXW259763651 BCX8" lang="EN-US" xml:lang="EN-US" data-contrast="auto"><span class="NormalTextRun SCXW259763651 BCX8">ton, D</span><span class="NormalTextRun SCXW259763651 BCX8">.</span><span class="NormalTextRun SCXW259763651 BCX8">C</span><span class="NormalTextRun SCXW259763651 BCX8">.,</span><span class="NormalTextRun SCXW259763651 BCX8"> agenda setters a</span><span class="NormalTextRun SCXW259763651 BCX8">s well as</span><span class="NormalTextRun SCXW259763651 BCX8"> climate thoughts </span><span class="NormalTextRun SCXW259763651 BCX8">leaders</span> <span class="NormalTextRun SCXW259763651 BCX8">throughout the United States</span><span class="NormalTextRun SCXW259763651 BCX8">. The </span><span class="NormalTextRun SCXW259763651 BCX8">objective</span><span class="NormalTextRun SCXW259763651 BCX8"> was to </span><span class="NormalTextRun SCXW259763651 BCX8">remind</span> <span class="NormalTextRun SCXW259763651 BCX8">these audiences </span><span class="NormalTextRun SCXW259763651 BCX8">that hydropower is the clean energy solution </span><span class="NormalTextRun SCXW259763651 BCX8">that’s</span><span class="NormalTextRun SCXW259763651 BCX8"> right in front of you. </span><span class="NormalTextRun SCXW259763651 BCX8">I</span><span class="NormalTextRun SCXW259763651 BCX8">n a contentio</span><span class="NormalTextRun SCXW259763651 BCX8">us</span><span class="NormalTextRun SCXW259763651 BCX8"> election year with </span><span class="NormalTextRun SCXW259763651 BCX8">significant implications for the energy sector</span><span class="NormalTextRun SCXW259763651 BCX8">, we need </span><span class="NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW259763651 BCX8">water power</span><span class="NormalTextRun SCXW259763651 BCX8"> to be top of mind for these </span><span class="NormalTextRun SCXW259763651 BCX8">key </span><span class="NormalTextRun SCXW259763651 BCX8">decision makers.</span></span><span class="EOP SCXW259763651 BCX8" data-ccp-props="{"201341983":0,"335559739":160,"335559740":279}"> </span></p> <p><span class="TextRun SCXW99797020 BCX8" lang="EN-US" xml:lang="EN-US" data-contrast="auto"><span class="NormalTextRun SCXW99797020 BCX8">Throughout </span><span class="NormalTextRun SCXW99797020 BCX8">th</span><span class="NormalTextRun SCXW99797020 BCX8">is</span><span class="NormalTextRun SCXW99797020 BCX8"> seven-week campaign</span><span class="NormalTextRun SCXW99797020 BCX8"> that ran</span> <span class="NormalTextRun SCXW99797020 BCX8">earlier this year</span><span class="NormalTextRun SCXW99797020 BCX8">, our </span><span class="NormalTextRun SCXW99797020 BCX8">digital </span><span class="NormalTextRun SCXW99797020 BCX8">ad was viewed </span><span class="NormalTextRun SCXW99797020 BCX8">nearly 6.9</span><span class="NormalTextRun SCXW99797020 BCX8"> million times across </span><span class="NormalTextRun SCXW99797020 BCX8">multiple </span><span class="NormalTextRun SCXW99797020 BCX8">social media and streaming platforms</span><span class="NormalTextRun SCXW99797020 BCX8">. </span></span><span class="EOP TrackedChange SCXW99797020 BCX8" data-ccp-props="{"201341983":0,"335559739":160,"335559740":279}"> The number of impressions — the numbers of times users came across our videos online — topped out at nearly 10 million. Among both groups, our video completion rates (VCR) were above the benchmarks we set.</span></p> </div> </div> </div></section> <section class="container"><div class="row"> <div class="spb_content_element spb_image noframe col-sm-12 thumbnail-default"> <div class="spb-asset-content"><figure class="clearfix" > <img loading="lazy" decoding="async" width="1000" height="516" src="https://www.hydro.org/wp-content/uploads/2024/09/2024-results-one-1000x516.png" class="attachment-gallery-image size-gallery-image" alt="" srcset="https://www.hydro.org/wp-content/uploads/2024/09/2024-results-one-1000x516.png 1000w, https://www.hydro.org/wp-content/uploads/2024/09/2024-results-one-300x155.png 300w, https://www.hydro.org/wp-content/uploads/2024/09/2024-results-one-1024x529.png 1024w, https://www.hydro.org/wp-content/uploads/2024/09/2024-results-one-768x397.png 768w, https://www.hydro.org/wp-content/uploads/2024/09/2024-results-one-393x202.png 393w, https://www.hydro.org/wp-content/uploads/2024/09/2024-results-one.png 1040w" sizes="(max-width: 1000px) 100vw, 1000px" /><div class="figcaption-wrap"></div></figure> </div> </div> </div></section> <section class="container"><div class="row"><div class="divider-wrap col-sm-12"><div class="spb_divider standard spb_content_element " style="margin-top: 0px; margin-bottom: 30px;"></div> </div></div></section> </div> </div></section> <section id="D" data-rowname="Visibility" data-header-style="" class="row fw-row"> <div class="spb-row-container spb-row-standard-width col-sm-12 text-standard" data-v-center="false" data-top-style="none" data-bottom-style="none" style="margin-top: 0px;margin-bottom: 0px;"> <div class="spb_content_element clearfix" style=""> <section class="container"><div class="row"> <div class="spb_content_element col-sm-12 spb_text_column"> <div class="spb-asset-content" style="margin-top: 0px;margin-bottom: 0px;"> <h2>Polling Insights</h2> <p><span class="NormalTextRun SCXW196074310 BCX8">NHA</span> also <span class="NormalTextRun SCXW196074310 BCX8">m</span><span class="NormalTextRun SCXW196074310 BCX8">ea</span><span class="NormalTextRun SCXW196074310 BCX8">sured</span><span class="NormalTextRun SCXW196074310 BCX8"> our target audiences’</span><span class="NormalTextRun SCXW196074310 BCX8"> views about </span><span class="NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW196074310 BCX8">water power</span><span class="NormalTextRun SCXW196074310 BCX8">,</span> <span class="NormalTextRun SCXW196074310 BCX8">b</span><span class="NormalTextRun SCXW196074310 BCX8">o</span><span class="NormalTextRun SCXW196074310 BCX8">th</span><span class="NormalTextRun SCXW196074310 BCX8"> be</span><span class="NormalTextRun SCXW196074310 BCX8">fo</span><span class="NormalTextRun SCXW196074310 BCX8">r</span><span class="NormalTextRun SCXW196074310 BCX8">e</span> <span class="NormalTextRun SCXW196074310 BCX8">an</span><span class="NormalTextRun SCXW196074310 BCX8">d </span><span class="NormalTextRun SCXW196074310 BCX8">after</span> <span class="NormalTextRun SCXW196074310 BCX8">they received </span><span class="NormalTextRun SCXW196074310 BCX8">the ads</span><span class="NormalTextRun SCXW196074310 BCX8"> in the campaign. </span><span class="NormalTextRun SCXW196074310 BCX8">Results </span><span class="NormalTextRun SCXW196074310 BCX8">show that our message is compelling when we </span><span class="NormalTextRun SCXW196074310 BCX8">are able to </span><span class="NormalTextRun SCXW196074310 BCX8">break thro</span><span class="NormalTextRun SCXW196074310 BCX8">ugh a noisy advocacy landscape</span><span class="NormalTextRun SCXW196074310 BCX8">.</span><span class="NormalTextRun SCXW196074310 BCX8"> </span></p> <p>Water power’s favorability is already high — hovering at 77% for both groups before exposure to the ad.</p> <p>Despite competing in a challenging advocacy landscape, polling showed that our message is compelling. The data revealed that, among those tested who could recall our ad, their opinion of hydropower increased across every metric we employed to measure its value to our two audiences.</p> </div> </div> </div></section> <section class="container"><div class="row"> <div class="spb_content_element spb_image noframe col-sm-12 thumbnail-default"> <div class="spb-asset-content"><figure class="clearfix" > <img loading="lazy" decoding="async" width="1000" height="520" src="https://www.hydro.org/wp-content/uploads/2024/09/2024-results-two.png" class="attachment-gallery-image size-gallery-image" alt="" srcset="https://www.hydro.org/wp-content/uploads/2024/09/2024-results-two.png 1000w, https://www.hydro.org/wp-content/uploads/2024/09/2024-results-two-300x156.png 300w, https://www.hydro.org/wp-content/uploads/2024/09/2024-results-two-768x399.png 768w" sizes="(max-width: 1000px) 100vw, 1000px" /><div class="figcaption-wrap"></div></figure> </div> </div> </div></section> <section class="container"><div class="row"><div class="blank_spacer hidden-md hidden-sm hidden-xs col-sm-12 " style="height:70px;"></div><div class="blank_spacer hidden-lg hidden-sm hidden-xs col-sm-12 " style="height:50px;"></div><div class="blank_spacer hidden-lg hidden-md hidden-xs col-sm-12 " style="height:30px;"></div><div class="blank_spacer hidden-lg hidden-md hidden-sm col-sm-12 " style="height:30px;"></div> </div></section> <section class="container"><div class="row"> <div class="spb_content_element spb_image noframe col-sm-12 thumbnail-default"> <div class="spb-asset-content"><figure class="clearfix" > <img loading="lazy" decoding="async" width="1000" height="483" src="https://www.hydro.org/wp-content/uploads/2024/09/2024-results-three-1000x483.png" class="attachment-gallery-image size-gallery-image" alt="" srcset="https://www.hydro.org/wp-content/uploads/2024/09/2024-results-three-1000x483.png 1000w, https://www.hydro.org/wp-content/uploads/2024/09/2024-results-three-300x145.png 300w, https://www.hydro.org/wp-content/uploads/2024/09/2024-results-three-768x371.png 768w, https://www.hydro.org/wp-content/uploads/2024/09/2024-results-three.png 1011w" sizes="(max-width: 1000px) 100vw, 1000px" /><div class="figcaption-wrap"></div></figure> </div> </div> </div></section> <section class="container"><div class="row"><div class="divider-wrap col-sm-12"><div class="spb_divider standard spb_content_element " style="margin-top: 0px; margin-bottom: 30px;"></div> </div></div></section> </div> </div></section> <section data-header-style="" class="row fw-row"> <div class="spb-row-container spb-row-standard-width col-sm-12 text-standard" data-v-center="false" data-top-style="none" data-bottom-style="none" style="margin-top: 0px;margin-bottom: 0px;"> <div class="spb_content_element clearfix" style=""> <section class="container"><div class="row"> <div class="spb_video_widget spb_content_element col-sm-12"> <div class="spb-asset-content"><div class="video-wrap" 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