Children’s Future – Climate Solutions – Clean Cars Campaign- 1:03
GuentherMedia was hired by Climate Solutions, a 501(c)(3) working with a coalition to pass state legislation giving Washington state drivers access to better-engineered, cleaner-burning cars. Supporters and opponents alike expected the effort to take at least two legislative sessions to win, but the campaign made history by getting legislation passed in just three months. The campaign was highly integrated, led by a united lobbying team and using advertising, direct mail and media relations to lend credibility and clout to each other. The ads were produced overnight, using 16 mm and 8 mm film and testimony from actual Washington consumers and a car dealer. The buy was highly targeted to reach key communities statewide.
Digital Divide – AmeriCorps – It’s Your World – 1:03
AmeriCorps, the national service movement targeting primarily college-age Americans, faces a tough challenge: reaching a generation that is more cynical than its older brothers, sisters or parents – and asking them to consider giving two years of their lives to improving the country through volunteering.
GuentherMedia led the branding effort and development and execution of key materials, from logo to slogan to films, posters and PSAs. Focus groups showed that young people no longer believe they could “change the world” anymore. However, they felt strongly that they could make a difference in their world – the local community. GuentherMedia captured this spirit with the statement, “AmeriCorps: It’s your world. It’s your chance to make a difference” The materials, especially the TV PSAs, garnered national awards and were used in some regions at least three times longer than the campaign’s expected duration.
Work Day – Conservation Strategies – Bill Nye the Science Guy – 1:03
Northwest environmental advocate Paul Brainerd made possible a series of ads to support local conservation efforts in Washington state, encouraging voters to get active. To get the most impact for Brainerd’s budget, Kurt made a cold call to Bill Nye the Science Guy, a local celebrity recognized by young people coast to coast. Bill agreed to star in three ads, written by Kurt and filmed in western Washington. The award-winning result was used by Washington Conservation Voters, considered the state’s most powerful political voice for environmental issues, to raise visibility and encourage voters to “call, click, vote!”
Am I Protected? – Equal Rights Washington – :60
GuentherMedia helped Equal Rights Washington win historic rights for all unmarried partners with its statewide television and viral campaign “Am I Protected?” It is no small challenge to help voters with differing opinions about marriage law to see beyond entrenched positions to the real people at stake, but GuentherMedia actively seeks out such opportunities to bring diverse audiences together and motivate action that serves the common good. Produced in a single weekend, this spot featured the widow, brother-in-law and sister-in-law of a woman who died in a local flood. The basic issues of justice, equality and compassion were highlighted to move diverse voters see the basic fairness of domestic rights.
“Am I Protected?” also featured a fundraising appeal pioneered by GuentherMedia, enabling donors across the state to participate by purchasing individual TV spots for as little as $17 each.
Live It! – Washington Environmental Council – 3:59
For decades, environmental groups have paid for campaigns that feature the plants and animals of remote places, far removed from people’s everyday lives. While the captivating beauty of these views cannot be faulted, they foster a growing disconnect with younger voters who, research shows, respond more to the call of their own patch of Planet Earth. The result is an aging environmental movement that misses opportunities to grow.
GuentherMedia has worked with Washington Environmental Council, Washington Conservation Voters and other environmental groups for more than 15 years to be more effective in its messages. “Live It” is one example, a fundraising campaign and event that is now an annual ritual, featuring the energy and perspective of young people and grounding the message in human terms. Our recent film featured two live performances of rising local rock talents, The Black Whales.
Puget Sound Starts Here – PugetSoundStartsHere.org – :30, :15
A groundbreaking coalition of more than 50 local governments and environmental experts were faced with a difficult message challenge: How do you explain to the public that the visibly pristine Puget Sound is dying under the surface. And furthermore, how do you explain that the leading cause is from storm water runoff, a form of pollution that difficult to understand and almost impossible to control without the active participation of a disbelieving public.
GuentherMedia worked with the coalition to develop a television campaign that highlighted the problem by describing potential solutions in upbeat, attractive scenarios. The message and its execution were carefully guided by both qualitative and quantitative research. GuentherMedia also created the Drain Rangers concept for “deputizing” young audiences in the cause, and it worked with the Frause Group to provide an interactive website and support to local coalition members in pursuing behavioral changes.
Ready for Life? – League of Education Voters – :60
GuentherMedia’s award-winning statewide branding campaign for this pioneering education reform group has included all of its brand materials, television advertising, website redesign, fundraising materials and strategic communications. Education reform groups across the country have contacted League of Education Voters about this work, seeking to build similar efforts.
In 2009, GuentherMedia helped LEV search for and recruit in-house communications capacity, but continues to consult.
Scuba Bill – Washington Environmental Council – 0:45
As part of its ongoing work on behalf of the Puget Sound clean-up, GuentherMedia talked environmental legend Bill Ruckelshaus into donning a wetsuit and making a humorous appeal on behalf of the Sound. The brief film was shown at a Washington Environmental Council fundraiser, where the group raised the largest amount of money in its history.
Matt’s Boys – The Government Accountability Project – 0:30
Hanford Reservation is literally out of sight and out of mind for most people living outside of the Tri-Cities in Washington State. The Government Accountability Project (“Project”) hired GuentherMedia to help make the mistreatment of workers there more compelling, as well as promote the Project. This award-winning spot was picked up by local television – a boon for the Project, since local TV news in the Hanford region tends to ignore reform messages. The local TV coverage in turn was picked up by ABC news nationally. As a direct result of the ad, the management at Hanford finally agreed to meet with workers and the Project to address problems.
Citizens for Pike Place Market – SupportOurMarket.org – 0:30
Most people don’t know that Pike Place Market is housed in publicly owned buildings that regularly need upkeep, such as earthquake retrofitting. But research showed that citizens were not moved to support a referendum to fix Pike Place on the merits alone. What moved them was the low cost – just $42 bucks a person. This award-winning spot reminds voters of that low cost in a way that also reminds them of what a joyful asset the market is to the Seattle community.
