South Africa’s energy market has been at a crossroads for the past 5-10 years and following a series of black-outs, power failures, load-shedding during 2008-2009, energy reserves were critically low ahead of the World Cup. Historically South Africa has been comfortably reliant on coal for 90% of its power generation, relatively unfamiliar, totally uncomfortable with new industries and new technologies. Early-2010 SA Minister of Energy was tasked with developing a new Integrated Resource Plan (IRP2010) which could adequately meet the country’s energy demand for the next 20 years. The agency was contracted by South African Wind Energy Association (SAWEA) to implement a 3-month lobbying campaign targeting government departments, business leaders with the objective of educating, influencing policy decision-makers as a primary audience (the public, secondary) in a drive to secure 25% renewable energy in the new IRP2010 portfolio mix. 0-25% was a ‘big ask’.

The agency delivered an unorthodox lobbying campaign, with a mix of tactical and traditional PR, using thought-provoking ‘bite-size’ chunks of information, online messaging, flash mob and online call to action activations. The campaign stirred massive public debate across national media and online platforms, resulting in a 16% renewable energy allocation in SA's new IRP2010.

May 2010:- Campaign Launch: SAWEA handed over '25%-by-2025' IRP submission to Department of EnergyJune 2010:- YesToRenewables website launch: Research papers, 'Get Involved' tips, online petitions, ads- Postcards depicting wind-energy myths on front, 'fast facts' on reverse; hand-delivered weekly to Top 100 government, media with symbolic items eg. postcard about load shedding delivered with candles, postcard about power of wind delivered with wire-windmills- Twitter feeds in the person of 'The Wind' keeping public informed of IRP2010/energy media reports- Facebook Fan page- Viral: 'Audition tape' from The Wind asking government for bigger part than 'extra' in IRP2010- National radio/television chat showsMid-July to end-August 2010- Online advertorials: WeatherSA, radio-news websites- Empty water bottles: Fast facts about wind energy water savings on label delivered to national newsrooms, MPs around SA- National radio/television chat shows - Green Economy public debate-Flash mob activations

The website attracted over 4,000 hits in the first month, with an average of 20 daily signed petitions - big success for a country with only 9% internet penetration. The campaign recorded over 500 articles and close to 100 broadcast debates around the issue of renewable energy.

South African Government's Parliamentary Portfolio Committee for Energy invited SAWEA to present evidence in support of renewable energy to assist in their IRP2010 decision-making.

When the new Integrated Resource Plan 2010 in Parliament mid-October, the Minister set a binding target of 16% renewable energy by 2020! The Minister also invited the public, including SAWEA to participate in IRP2010 public hearings, to pose questions, comment on the plan. The campaign's biggest win was the Ministerial tender at the end of 2010 for the country's first-ever 1025MW of renewable energy.