AIA: Building a Case for Green Design
Challenge: Peppercom and the American Institute of Architects (AIA) partnered on a campaign to elevate public awareness of the role that sustainable design plays in curbing global warming. The effort targeted consumers who are unaware of the impact that architecture and buildings have on the environment.
Strategy & Execution: Peppercom developed a creative media relations and thought-leadership program designed to highlight that buildings are the largest contributors of greenhouse gas emissions in the U.S., affecting the public’s health and well-being. Sustainable building practices are necessary to lower health risks and environmental problems, and AIA used this stance to push for tax incentives, easier permitting programs, energy efficient mandates and density program bonuses to reward those who design or renovate with carbon neutrality in mind. Peppercom leveraged key AIA “building blocks” including sustainability, livable communities, schools, as well as AIA research, to target consumers and political influencers.
Result: In just a few months, Peppercom generated top-tier media coverage for the AIA and its architects in mainstream consumer media. The coverage effectively articulated AIA’s key messages and highlighted the effects of the built environment in contributing to carbon dioxide emissions, meeting one of AIA’s business objectives. Articles in The Wall Street Journal, USA Weekend, Chicago Tribune, Forbes, Popular Mechanics, and an op-ed piece in The San Francisco Chronicle, positioned the organization as a thought leader in sustainable design and green initiatives. Peppercom also secured a keynote speech for AIA president RK Stewart on sustainable design at Ecobuild, a leading architectural and engineering conference, in Washington, D.C.
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