the brief
The Propane Education and Research Council is a congressionally-authorized trade association responsible for how 4,300+ independent propane marketers talk to the country. In 2021, they came to Elevation with a harder challenge than any single campaign: propane was being mischaracterized as dirty and outdated, and the whole industry’s growth depended on fixing that.
the work
Propane: Energy for Everyone reframed propane as a practical, available, low-emission fuel already working for homes, fleets, farms, and industry today — not a holdover from yesterday’s energy mix. We launched the platform through The Future is Now, a national campaign across TV, display, print, social, native, and radio, and applied the new logo, brand voice, and graphic system across hundreds of infographics, fact sheets, technical specifications, and e-newsletters spanning seven industry segments. PERC had set a goal of shifting positive perceptions of propane by 15% within five years. The campaign delivered a 16% lift in two years.