Rising energy costs and increased investment can create questions for customers. PSE understood that, and came to us with a clear need: help people understand not just what’s changing, but why it matters, and what they’re doing on behalf of the communities they serve. Radio Social Broadcast, Cable, OTT, Social The work is ongoing. As PSE continues to evolve, so does the need to communicate clearly and consistently with customers. Our role is to help make that visible, while keeping the focus where it belongs, on the people and the communities they serve.
 Right now, PSE is in the middle of one of the biggest transformations in its history, working to meet ambitious clean energy goals while continuing to deliver safe, reliable power. That kind of change doesn’t always happen quietly. Utility in Washington State, serving 10 counties. For most customers, it’s not really a choice. It just is. Which also means it’s a relationship that plays out over years, even decades. The campaign was built to show up consistently across video, social, audio, and digital, creating a steady presence across customer touchpoints rather than a single moment in time. Early results show that the approach is resonating. In the first month, the campaign generated 13 million impressions. Video completion rates reached 84% across digital channels, well above the 70% industry benchmark. On Meta, click-through rates exceeded 1.04% across the full service area, indicating that customers are not only paying attention, but actively looking to learn more. The opportunity wasn’t to say more. It was to make things clearer, and to do it in a way that felt human. Our approach centered on three connected ideas. First, reinforcing that PSE is a constant in everyday life. Second, helping customers understand the programs available to them, especially when it comes to saving energy and managing costs. And third, showing the long-term work happening behind the scenes to keep the system reliable, even as it evolves. Results Puget Sound Energy: Behind the Scenes We focused on showing the people and the effort behind the work. The teams who keep energy flowing safely and reliably, often without being seen. The goal was to remind customers that every time they flip a switch or turn on the heat, there’s a group of people working to make that moment possible, just as they have been since 1873. At the center of all of it was trust. Because in a long-term relationship, trust is what holds everything together. Solution Problem