Committed to every community we serve, together.

Medal Won

• 🥉 BRONZE – Utilities

Campaign Overview

National Grid needed a way to showcase its commitment to local communities beyond just delivering utilities. The result was Project C, a standalone sub-brand designed to amplify the company’s positive impact through four key pillars:

• Clean Energy & Sustainability
• Neighborhood Development & Community Engagement
• Workforce Development
• Environmental Justice & Social Equity

Launched with a Day of Service featuring over 1,000 National Grid employees volunteering across New York, the campaign’s initiatives ranged from transforming neglected spaces with murals to empowering nonprofits with grants. By creating opportunities for community involvement and collaboration, Project C positioned National Grid as a true partner in building stronger, more connected neighborhoods.

Creative Concept

The campaign redefined National Grid’s community role with:

• Distinct Branding: Project C adopted its own identity while maintaining ties to National Grid’s core brand.
• Community-Centric Media: Content like the “Love Letter” video series featured heartfelt testimonials from partners, showcasing shared investments in local growth.
• Localized Activations: Murals and grant programs highlighted unique regional needs, from Brooklyn to Central New York.

Execution Strategy

1. Unified Messaging: Synthesized dozens of programs into four pillars to create a cohesive narrative across regions and audiences.
2. Local Partnerships: Engaged community managers and artists to ensure authenticity and relevance.
3. Scalable Impact: Expanded initiatives like the Brooklyn Youth Spaces Competition, providing $50,000 in grants to local nonprofits and giving residents a voice in shaping their neighborhoods.

Impact and Results

The campaign achieved significant milestones:

• 177M impressions across organic and paid content.
• Social ad engagement 6x above benchmarks, with an 83% improvement in cost efficiency.
• Email open rates averaging 42%, surpassing the 27% benchmark.
• 96% positive social sentiment during the 2023 Day of Service.
• Expanded the Youth Spaces Competition to Long Island, fostering deeper trust and goodwill.

Why It Worked

By prioritizing real community impact and amplifying local voices, Project C resonated deeply with audiences, shifting brand sentiment and engagement. This thoughtful approach strengthened National Grid’s reputation as a proactive and service-driven organization, leaving a lasting legacy in the communities it serves.