BEAM (gmmb) The New York Public Service Commission sought to convince residents of the Empire State to start using less energy. An immersive research program revealed that while some New Yorkers would be more motivated to save money and others to save the environment, one universal truth was that both groups shared a deep aversion to waste.
We created BEAM, a movement to illuminate energy use and eliminate energy waste. The advertising depicted the various sources of energy waste in peoples’ lives and directed New Yorkers to our online community of consumers who could teach each other how to reduce energy waste. At its center was a diverse group of consumer “experts,” supplied with smart meters in their homes who could share their real-time learning with others.