THE PAYBACK
In 2024, one of the biggest fights wasn’t just at the polls, it was over the narrative. The Inflation Reduction Act promised historic investments in clean energy, but the communities who stood to benefit most; Black, Latinx, Gen Z, and working-class voters, were the least likely to hear about it.
So we launched The Payback: an identity-fueled campaign that flipped the script. We named the villains trying to roll back our wins, and reframed clean energy as the payback we’re owed for our votes and our futures. This wasn’t just a PSA, it was a cultural intervention.
I co-led the strategy from the ground up, zeroing in on key geographies in the South and Southwest and centering the lived realities of young, Black and Latinx voters. Together with our team, we built a layered campaign that lived on timelines, in group chats, and on the streets including:
35+ creator activations across GA, AZ, and NV
Paid media, OOH, and hyperlocal video tailored by culture and place
A bold narrative linking climate to cash-back, electric bills, and economic survival
Bilingual content (English + Spanish) that spoke with, not at, our audience
The result? Over 12 million reached on a modest paid media budget, 700K+ through influencers in Georgia alone, and real movement on vote intent and climate positivity. And a new model for the future.
