The oil and natural gas industry realized in 2013 they needed to educate Coloradans on how we obtain our energy and the benefits we receive as a result. For too long the industry had allowed others to own the conversation, and they were at the cusp of losing the right to operate in Colorado.
Philosophy was challenged with addressing high-level misperceptions across the state. Most people didn’t realize that fracking was only a small part of the development and production process. Leveraging extensive and ongoing research, we began by acknowledging that many Coloradans had questions about fracking and the role it plays in oil and natural gas development. Over time, we developed succinct messaging driven by data, using industry employees and our roots in the community to create proof points that resonated with Coloradans.
Philosophy created the logo and brand for Coloradans for Responsible Energy Development (CRED), drawing from images that represent the environmental assets of Colorado. We used broad-based media like billboards, bus ads, television and radio commercials to communicate how fracking works, the extensive regulations that exist and the many benefits Colorado receives. Support for fracking in Colorado is 59%, and 76% have heard of CRED.