energy and he carbonized the city's energy supply by 2030 to invest in the city's electric supply revenues locally in new, renewable, and demand side projects with measures to reduce energy use in homes and businesses, and in the process, create new, clean energy jobs within the city and the bay area we are balancing the goals and providing long-term rate and program finance -- stability. one example of how we balance these goals when we launched clean power s.f. is by offering two product options for customers. when the city first considered launching clean power s.f. in 2013, it was planning to move forward with a single product that would have been 100% renewable, but come at a premium over the prevailing pg and the rates. there was concern at the time

about only offering that kind of a product, especially given the model becomes the default supplier of electricity in san francisco. when we ultimately launched this time around, we decided to offer two products to achieve a broader market appeal for the city, a default product, evergreen offering, which is priced -- price competitively with standard projects, and is 48% california rpf certified renewable energy, and that compares to pg and e. 39% renewable. we also offer a product customers can opt up to. we call it super green, and that features 100% renewable energy at a slight premium over the green product price. to put that in perspective, super green cost the average customer about $4 more per month on their electricity bill than our green option.

so for about the price of a latte or something like that. of course, clean power s.f. is a choice program. customers can opt out of the program and continue to take their supply service from pg and the -- pg and e. the court value proposition of clean power s.f. is to offer san francisco cleaner, more renewable energy at stable and competitive rates. you can see with this chart that much is the same for customers only transition to clean power s.f. service. i mentioned before that they continue to deliver the power, they are responsible for maintaining the grid and power outages, and you have an outage you want to report then you still call pg and e. they continue to receive a single bill. clean power s.f. charges continue to be on that bill.

it is a seamless experience on that bill. let's talk about enrolment and the status. when it committed to launching clean power s.f., the city and p.u.c. decided to stay in possible enrolment as a way of gauging interest. they have been serving customers in may of 2016 when they enrolled commercial customers and supervisory districts five and eight, and commercial and residential customers throughout the city who have signed up for the program prior to that time. it was approximately 8200 customer accounts in total. the s.f. p.u.c. called on staff to develop a growth plan which we delivered in may of 2017. at that time, and consistent with directions from the mayor, the s.f. p.u.c. adopted two goals to complete citywide

enrolment by july of 2019 or sooner, and to increase noble energy content for greenhouse products to 50% by 2020 or sooner. so how have we progressed. today we are actively serving 111 customer -- $100 -- 100,000 customers citywide that represent about 30% of our potential clean power s.f. accounts across the city. our customer retention rate since we launched is about 90 7% , and our super green upgrade rate is currently 3.8% of enrolled egg accounts. we have been happy that that has exceeded our opt out rate of three-point 3%. that amounts to about 4,000 homes and businesses that have voluntarily signed up to take 100 renewable energy from clean power s.f. i do want to plug that the department of the environment has been a great partner in

putting the word out and helping us to recruit sign-ups. i do want to think director raphael understaffed for doing that. will continue for some time. i'm looking forward to our continued collaborations. we also have been very busy preparing for the upcoming enrolments. we will be welcoming 250,000 additional accounts next month which is in five days, so customers start heading out on the 1st of april. after that, the upcoming april enrolment, we estimate will be serving about 365,000 san francisco customer accounts. we have prepared a series of maps to illustrate what this growth looks like and has looked like overtime. this first map shows that the distribution of enrolment in the program has -- as of june, 2018.

think of this as the first phase and sign-ups that happen from 2016 to june of 2018. at that time, we were serving 82,000 accounts. you can see the icon -- the high concentration of enrolment in the center of the city. the districts that we had enrolled back in may and november of 2016 and you can also see that at that time we were serving accounts all over the city in every district. this next slide shows where we are at today and these changes reflect the addition in july of 2018 that are approximately 25,000 mostly commercial accounts that we enrolled. and again, around ever major enrolment, we did quarterly enrolments for customers who have signed up. we have also been enrolling customers -- solar customers that meet their demand and we

have been doing that to protect them from truing up their net metering balance off cycle, so we have done that in cycle with the regular process. finally, looking forward, this is what we expect the map to look like in june after we have completed our april enrolment, and you can see very clearly how it fills in. there is some grey spaces in there which are parks, for the most part, and in some cases, services that are provided by power that is not reflected on this map. as you would expect, citywide enrolment involved a significant amount of outreach and customer education, under state law, the city must provide notices to customers informing them of the terms and conditions of the

program and their choices, including the opportunity to opt out. as a result, we have conducted a major enrolment noticing campaign, and you can see here on this slide, images from the checkbook style enrolment noticed that we started mailing to customers in february, so by the time customers start to get cut over this april, they will have received two notices from us, and then following the cutover, they will receive another two notices over the following 60 day period. our communications team is also very busy engaging the community in presentations and public events. we have been preparing target outdoor and digital advertising. you may have already seen our munimobile bus advertisements, which started rolling out last week. of course, we are leveraging social media, we're partnering with the board of supervisors and other city departments like the department of the

environment, and i think today, our staff conducted a training with the department of the environment staff, and we have also been coordinating with the green building certification program to help identify super green customers, but also connect super green customers with that program as an incentive to sign up. and we have also been expanding research -- outreach to some of the limited english communities within language advertisements and the community presentations. here are some examples of those advertisements. you can see it is a little dark, but the rear of the munimobile bus, there was recently an ad in the examiner as well with some catchy engagement with readers.

so with that background, with updates on enrolment efforts, i will turn to looking at how clean power s.f. is contributing to our renewable energy targets and greenhouse -- greenhouse gas emission goals. this pie chart here illustrates clean power s.f.'s power makes for 2008, and this is a preliminary power content label. it is mislabelled. i think this is 2017 or 2018. so last year we delivered more than 40% renewable energy to customers. with an additional 45% carbon free energy from hydroelectric resources that we procured including from the system. only 7% of our electric energy delivered to customers came from emitting sources, which was grid purchases, unspecified grid purchases the power mix was at

least 90% greenhouse gas last year. we are planning to expand our renewable and clean energy supply to meet the city's goal of 50% renewal biked by 2020 and a limit carbon by the climax in 2030. you can see that with this slide it summarizes the annual program sales. those are the bars here and either targets for the future. they extend out to 2030. you can see the light green segments of each bar the dark

green segments supplies what we are planning to provide an additional amount of energy for our super green sales. the blue segment represents other zero carbon sources like hydroelectric, of course, renewable energy, nonhydro energy could substitute here, and finally the grey segment record represents conventional power purchases for the grand. you can see the significant growth in our program sales. that is one of the things that really stands out to me. in this slide, we are on that dotted line right now. i guess we are technically in 2019, but that is a really big jump from 2018 to 2019. that has been a lot of work to develop the portfolio, of course, to get there, but one thing, two is we are planning to

shrink that grey segment over time so that by 2030, it is gone this is part -- this represents our regular, by annual planning process that informs our procurement work for entergy. in the last slide i have for you , it is intended to give you a sense of how clean power s.f. 's program has performed from a target standpoint since we began serving customers in 2016. what you see here is the average portfolio carbon emissions for the energy produced and delivered for both pg and e. and clean power s.f. we are benchmarking ourselves for pg and e.

and the green bars represent clean power s.f. annual emissions rates, so you can see that immediately when we launched clean power s.f. in 20 16, they delivered electricity resources that emitted 30 7% less carbon on average than pg and e. in 2017, we had a very wet year it was a small program at that

time, as you can tell from the previous slide, and for the year we just completed in 2018, we are projecting the emissions rate will be less than pg and the pick one really important thing i want to point out, and maybe you all deserve this -- have observed this is what is happening to pg and the's emissions, which is pretty dramatic. this is the other side of the effect of community choice aggregation, is that communities all throughout the state are taking on the responsibility of outsourcing electricity for their communities and taking that responsibility from them for the most part, and as a result, their existing resources become a greater part of the energy supply that they are delivering so that they are able to have a greener portfolio, just because their sales are decreasing. but it does put the burden on san francisco and the other

communities to make that growth in new renewable energy happen. i am really happy to say that clean power s.f. has already contributed to that. we buy renewable energy from operating plants, we have to do that in order to serve our customers, but we have also entered into two long-term contracts to develop newer renewable resources in california, a solar project, and a wind resource repowering, so they are taking old turbines down and putting up new ones, in those projects, the first project will come online in july this summer. that will produce enough power to produce about hundred 30,000 average san francisco homes, and the project will come online at the end of next year. we are also working on some additional new projects as well. so that's how we are really

pushing new development and new renewable energy resources, or have so far. there is a lot more work to do. i think that will stop and i'm happy to to take any questions you might have. >> thank you. we will do comments and questions and then public comments before we go into our next speaker. commissioners? >> great presentation. i want to zero in on one number. 3.8% of clean power s.f. has upgraded to 100% renewable. is that after our advertising program? does not reflect the advertising that we did? >> we have definitely seen -- we saw a very big bump last fall around the global climate action summit, which i think coincided with the advertising effort.

it was one of our best periods in terms of sign ups. >> i used to be even lower. >> yes, and it grows every week, every day, by a little bit. and they have a similar program. >> it is called solar choice. >> what is their percentage? >> i don't know offhand, but i do believe it is lower, but he don't know offhand. we do keep track of that kind of stuff. >> i got an e-mail today from a friend who signed up from 100% renewable and he copied me on the e-mail to you guys because i have been hounding him to do this.

>> the process was way harder than it needed to be. and then he went, i have the same experience my switch to 100% renewable. i went online, and i needed my account number, but i had tossed my bill. i never keep the bill, so i didn't have it. i have to believe that there is a way to make it easy for people to switch, and if we made it really easy, we have way more than 3.8%. i hope we can find a way to help people like my friend who would -- >> thank you for the feedback. >> thank you. i have a follow-up question on super green and another question my follow-up question is, are you satisfied with the three-point eight% enrolment, is that what you all projected before you launch the program?

it seems very low to me. >> i can understand that. we actually set a goal of 5%. we thought it was a reasonable starting point. most reform lower than where we are at, and part of it is because it requires taking an action on the part of the consumer. if i could have the slides again what we are trying to do in the bigger picture. i think i understand where we are coming from from the environmental perspective here, and we are trying to make the entire energy mix that we deliver as clean as possible.

we want to take the environmental issue out of the picture and regardless of whether you are green or super green, you are doing something right by the environment and helping us address the climate crisis. we will continue to push the super green sign-ups. i look forward with working with the department of environment to establish a shocking target for you all, but we also do need to be realistic in that super green is a voluntary action. they could make this green, super green differ he -- differentiation irrelevant. some things are more local products, for example.

we are not going to settle at 5% >> thank you. i have my second question, thank you. and your reference to working with the department was a really good segue for me to pick up on, because specifically, i would like to know what are the opportunities for the p.u.c. to collaborate with this department on potential energy efficiencies programs for us, of course. it would reduce the demand generally. >> sure. this is a really important thing that is on the horizon.

we have already commenced collaboration on this issue. working with the director and her team, her energy team, we are looking at opportunities to fund energy efficiency programs, so this city, as a community choice aggregator has certain rights to some of the public purpose to funds that are collected on all of our bills, funds of the california p.u.c. is responsible for. so we are looking very closely at those pathways, it is a complex process, but the p.u.c. is very excited to leverage the great experience that the department of the environment has on this and to build from, really, all the great energy efficiency programming that has been done over time. so i thank you are going to hear a lot more about things we can do together coming up.

>> thank you. i look forward to it. >> i have similar questions around the three-point eight, which is if, have you crunch the numbers on what it would look like, if the regular clean power s.f. is 48%, and super green, which i also have, is 100%, what are the numbers if a magic wand experience happened and we all of a sudden had 80% enrolment? is that radical, or because the curve is going all toward 100% by 2030? i am just wondering if there was a dramatic bump, what would that do to emissions? >> so what it would it do to citywide emissions? >> yeah. >> one thing that we are observing, and i think this is through the work of the

department of the environment, is that electric emissions are a shrinking wedge, a significantly shrinking wedge. >> i'm not exactly sure it could -- it might have what the emissions are, it depends a little bit on the uptake rate on the participation. i think 60% of the enrolment, is that the question? >> people are opted in to clean power s.f., the general one, automatically. >> yes. it is an auto enrolment, and customers then have the choice to opt out. >> yes, and so 3.5% for an average of $4 a month, you said, that is 50 2% bump in terms of clean, which is huge, to me,

obviously we have different income rates in the city, but even a study of latinos that was done, i'm trying to remember the search. latinos among demographic groups is one of the most aggressive on wanting climate solutions, on one of the questions as a pole on latino decisions saying people would be willing to pay more, so it just seems like a big opportunity, and i'm just interested in engaging more around that question, because i am enrolled for the thursday breakfast, it was easy, but it wasn't what you raised in one of the most tech savvy cities on earth, it seems like we should be able to figure out how to get the word out, because it seems to me like i get the word out question more than, you know, will people be into this or not, especially for $4, or a 50 2% increase, and also in light of

california becoming 100% clean energy, puerto rico just made that commitment, mexico made that commitment, by the outreach model may not be sufficient for the level of the task, and that is where i think creative thinking -- i would be interested in helping. it seems like a missed opportunity, especially for the half of the emissions in the electric sector. >> yeah. i certainly welcome further engagement on thinking about how we could do that, so thank you. >> i just have one follow-up question. we are probably obsessing over a very minor part of the overall picture, but do we have the ability -- can we get things into the bill that comes from pg and the? do we have the ability to effect that or insert something? >> we are not allowed to include inserts in the pg and the bill, we do have a page in the bill, and we have some limited real

estate to provide messaging that is character limited. it is unfortunately a little bit of a straitjacket, we don't have a lot that we can do, but we can include some of that messaging. >> i just think, for three-point eight%, it is not because you asked people whether you'd get a much higher percentage if you just asked people about the switch, i think it's that it's not easy. when they think about it, they don't have the bill, they don't have the number. in a way, maybe it is just messaging. get something into the bill that would allow them to take a simple action. that would be great. hard, but great. >> any other questions, commissioners? do we have any public comment on this item? please come forward.

>> san francisco clean energy advocates and californians for energy choice. first, just to address the issue you just spoke to. i want to repeat that if someone pops out to 100%, ups out to super green, that does not build new clean energy, necessarily. so please keep that in mind. i think it is great to encourage people to opt up to 100%, and that is something we should do with everybody, and it would be great to get to ten or 15%. if we got to everybody really quickly, like i said in my previous comment, that would cause problems for renewable energy prices, but the really important thing to know in this point is that we will be, by 2030, all the customers will be 100% renewable, so we are -- that is happening already anyways because at the price of renewables has gone down so much , so just to repeat what i

said on the last item, the important thing is to build local and regional renewables so that when people do opt up to 100%, they are opting up to help build stuff, and that is one way you can get that super green enrolment to go up. other community trace programs are doing this, i think at least in sonoma and maybe in marin they do allow some of their customers to pay extra, and it specifically goes to a local installation of some sort of renewables, like solar, wind, efficiency, things like that. so that is a way to encourage people to get in, and to opt up to the 100%. by showing them that something is going to happen in their community, if they do. so i would encourage you to explore that bigger picture and

we need to get to the next phase of why we can create a community choice in the first place, and why we created clean power s.f. in the first place, and that is to build local infrastructure and regional infrastructure so that we are actually transitioning physically to 100% renewables by 2030 in our own area, and one of the benefits that that has, when you localize energy and you build microgrids, and you're getting as much of your electricity locally as possible, it takes you away to buy large sources of energy from distant locations, including renewables from distant locations that go to the long-range transmission lines that are causing the fires that are destroying california, so these things all fit together with what's happening altogether in the state, and really, we need to get to that next phase of building local.

thanks. >> thank you. next speaker. >> my name is john anderson. i am a san francisco resident. i have been -- my wife also is here. we have been super green customers for least a year. i would like to say that our experience in enrolling echoed what commissioner sullivan has said. it was not straightforward, and required a couple of calls to the p.u.c. at the risk of obsessing over the super green enrolment, which i think it's very important, especially because the commissioner just said, it's --

they just said its price to build new infrastructure which we certainly need i've been talking to friends and coworkers trying to get them to talk about it just a sort of an informal of the four or five coworkers that i have talked to, one had heard of super green, and had no idea how it worked or how to sign up for it, so these people are a professional colleges. they are passionate about protecting the land and the environment. and furthermore, they are literate, college-educated, and

tech savvy. all of the possible demographics , you would expect them to know most about the super green, and yet, they don't so a comments i have realized, it is really great to see the publicity machine cranking up, and it's been a while, but it is good to see it is getting going, but there is a ways waste ago, and as a question, how much have you looked at how far your message is getting out? has the commission done polling to see what awareness there is? >> thank you. any other comments?

>> again, my name is helena. i have a comment about potentially making it easier to switch to super green. i don't know if this is a possibility with the bill, but if you just have on the bill a box you can check to switch, if you can work that out with pg and e. i assume it is harder than it sounds, but that would be the easiest. people would see it when they're paying their bill. and then, secondarily, just to reiterate what others have said, it doesn't do any good for the climate crisis if san francisco minimizes its carbon emissions by decreasing the general pg and the level of renewables, so we need to be very careful that when we are increasing our in city amounts of renewables,

everybody else has said, that these solar projects are going throughout the state and the country. thank you. >> thank you. next speaker. >> i just wanted to say that this feedback that we are giving the gentleman is pretty much universal. people have a lot of trouble signing up with this 100% green, and that may create a feeling that the efts at -- p.u.c., for perhaps a very meritorious technical reasons, such as the ones mr. brooks mentioned and others, is not as enthusiastic about going for force as we might wish, but our focus should be on what can be done to smooth the way, to get that power 100%

green all over the city, asap, because we now know that the emergency is a whole hell of a lot worse than we thought it was , and the program is being developed. >> thank you. >> one more thing, we can expect a lot more today. if we are successful, then we will get people to go to electric vehicles. >> thank you. next speaker. >> i am a one issue guy, so you know what i'm talking about. but i also want to say, that is a brilliant idea. that is super smart. so i am pointing this out to the commission because there is someone from the p.u.c. here with the audacious hope that if i keep speaking about this meeting, things will improve, but specifically to the p.u.c., there was a big study that they were undergoing the project.

they turned down the surprise planting of a lot of trees that took off a lot of load off the infrastructure, so that is something the city of philadelphia did. and have found tremendous cost reductions in terms of the load on the infrastructure, the need to constantly repair and replace , and reduces the amount of water you simply need to filter, because trees are a natural water filter, and as they filter that water, it actually stabilizes the climate for their infrastructural project, it applies this to themselves, including public works code article 16 that deals with street trees, and just a little report on how they're doing so far in applying that

rule to themselves, they have not once in ten years filed a tree protection plan as is required by law, and in the last ten years, if you look over the urban forestry council report, which i do, it turns out they had removed 475 trees and planted 39, and as a matter of fact, for the infrastructure project, they do not consider possible preservation of trees. if you take for example, the massive renovation going on at the headwater facility right now , where every one of the trees on that property has 82 and the bayview where they have one of the lowest rates i hope that this message gets back to the people who can make these changes. we are working really hard on this stuff. this is another thing that does not cost a whole lot of money and makes a whole lot of impact, especially for the agencies like the public utilities commission. and to the extent that this can have any influence, i would

respectfully request you do that >> thank you. director raphael? >> thank you. i have a question for you. we are going to be hearing our last presentation tonight, will leave us on another inspired moment in terms of how we reached out to people. one of the things that i was curious about is if we where wildly successful with the super green launch and the three-point h. 20%, is there heartburn in terms of your ability to meet that load with 100% renewable? this was part of the question about where you were sort of hoping to slow that because it wouldn't get to market? is there a threshold beyond which it kind of keeps you up at night? >> no, we would love to have that problem. i don't think -- to just be very

clear, the p.u.c. has no interest in a low, super green participation rate. we would love to see 100%. and our job is to acquire the supply for our customers and if our customers want 100% renewable energy, that is what we will do. just the practical reality is that there's a lots of -- mr. brooks has alluded to this in his comments, there's a lot of competition in the market. a lot of other communities who are trying to do what we are doing, which is taking a leadership position. so there are constraints on bond resources, but that is also part of -- that is why we have a planning process, and we are going to be initiating our next

integrated resource plan for 2020. the p.u.c. will be developing a capital plan, so we are already looking at how we can plan for those projects to either support more super green demands, or to make evergreen product that much more renewable. >> thank you. >> maybe go onto the next presentation? >> the next presentation is seven a, presentation on the outreach for the residential campaign. this item is for discussion. >> all right. i will talk about our 100% renewable energy campaign and the one you mentioned. the goal was to raise awareness among san franciscans of the availability of 100% renewable

energy. is this better? so i don't need to say this again, but i will. a critical part of allowing more san francisco residents to purchase -- to participate in helping our city to reach the 100 goal is clean power s.f. super green option. it was mentioned earlier, but before super green existed, only property owners had access to 100% renewable energy, and now anyone who pays an electric bill does. this is fantastic. and what our challenge was was making sure that people are actually aware of this and that they care enough to act on it. so as always with any campaign, we have to understand our audience. we need to know what motivates them and what their barriers are , fortunately, back in 2016 when super green first rolled out, we did a grassroots

initiative to get the enrolment, and we spoke with over 3,000 residents as part of that initiative, so we went back to those findings to design our campaign. so what was encouraging was that there was a high level of interest in renewable energy, and that was in particular amongst 18 taught that 40 -year-olds. we came across a lot of barriers , one of the bigger ones was that people didn't yet recognize what clean power s.f. was, and you're not going to get electricity from a provider that you are not familiar with, and the rest were a series of misperceptions, so the number 1 misperception was that renewable energy was not for renters, that it would cost too much, that you would have to switch providers, and do all kinds of paperwork, or that you would need equipment installed like solar panels. but the reality is, it is for renters, as long as you are

paying an electric bill. the cost at that time was only five to $6 more which was within the willingness to pay of residents who had been surveyed, and if you had your account number ready, it would show you that it took about 30 seconds to sign up. so the challenge was we need to let people know that something we don't know exists does exist, and also overcome those barriers so that they understand it is available, it is affordable, and it is easy. as always, with any advertisement campaign, we have so much noise that we have to break through. we have to assume that our audience doesn't really care that they are are indifferent, and that means that we need to connect with their emotions. we need to find ways to connect with their sense of humor, with how they relate to san francisco this is not easy to do with energy marketing. we are dealing with something that you can't interact with with any of your five senses.

we have seen images of light bulbs and power outlets and light switches and surprise, people don't really emotionally relate to those things. so that was a question we had to ask ourselves. how we do eat -- how do we engage this group, let them know something they don't really think about that often, and don't know exists, does exists, but it is available to renters, they don't have to switch providers, it is affordable, it is easy, and make sure we keep those communications hyper local , humourous, relatable, but also outside of the box so that we actually get their attention, and make sure that all of that is simple and easy to understand so here is what we came up with. these adds are designed to address the barriers while also being local to san francisco and humourous and relatable. part of the reason for the local references is if you see one and you feel like you are part of an inside joke. we also wanted to make sure that

our path alliance were as inclusive as possible so we held an afternoon workshop to outsource them. we had very few words to play with on these adds because a high priority was that they were simple and easy to understand and very actionable. so every word we picked, was carefully chosen. we picked renters too just to address that -- that issue had on. there wasn't an indirect way to get at that concept. in terms of picketing the marketing channels, we wanted 100% renewable energy that would be something that is familiar and approachable. so we picked channels that would serve as a surroundsound experience as someone throughout -- for someone throughout their day. so we had adds on best exteriors and interiors, this one is our cheaper than garlic fries on game day ad, we had full bus box

, transit shelters, -- sure, sorry. i am just -- you guys have sat there quite an evening already. printed and digital adds in the chronicle, we have a sponsored article four s.f. gate.com, and it ran as a full-page sponsor story in the chronicle. we had google search adds, digital display adds, and facebook and instagram adds. all of these adds directed to our landing page. the idea behind it was to really simply explain what super green was before handing someone off to the enrolment page, and we also wanted to take advantage of the campaign to have it be a catalyst for other types of renewable energy, so we framed it in a story as a lifestyle, and provided links to other

resources like electric vehicles so what were our results? we were really happy with the feedback we received on social media. it really showed that our adds resonated with our target audience. this has been -- someone grabbed a picture of the image. they posted on instagram and gave us an a+ in marketing. we got a lot of comments like these. this was our very favorite. i did not ask anyone to post that on my behalf. >> did you get a bonus? >> we will see? so in terms of this, we have 34 million impressions over 11,000 visited our landing page picks people spent an average of almost a minute and a half per visit, p.u.c., super green enrolment page got over 2,000 visits. [please stand by]

>> we wanted to use that money to push 100% renewable, and so we made the decision because we don't have an energy budget to do this to use that prize money. so we love to do this kind of work, we love to partner with san francisco p.u.c. it's just that we cannot repeat this without outside resources. and i'm just saying that this is, i hope, what p.u.c. sees is an example of our intention to be such a good partner with our fellow city agencies and we believe in what they're doing and we want to do everything

that we can to support what they do. >> commissioner sullivan? >> great presentation, and i loved the ad campaign. i loved seeing it in muni stops, the humor, finding your friend in dolores park or with fries. did you track the numbers before and after? >> we did, and they went up by about a third. i think that was the bump that was being referred to last fall. >> commissioner oyos? >> so thanks for giving your presentation here. when i consider myself as, like, an audience, i'm, like, an eco person, i like, like

everyone, a good laugh. so i want to say kudos for the piece of work that was done that was humorous and achieved your goal. so not from a critique frame, from a questioning frame because there's lots of ways to address the issue. my question is in the chronicle ad, you hit another point or touched people about the piece on climate change. so i'm curious about if there's any transaction about that sort of, you know, like, you think of robert kennedy, ask not what your country can do for you but what you can do -- 'cause you used a couple of times, you know, it's hard -- what did you call it -- you talked about, what did you call it, energy sourcing? and i think that energy sourcing is kind of wonky, but i do think that climate action especially in the wake of the

devastating fires. i think in the wake of -- for the first time in my life, and i've spent my whole life in the bay area, having to put masks on your kids. i'm wondering -- i'm not saying let's not have a strategy that's light and funny, but there are groups that do look at a.b. testing not on a timeline but on a testing strategy. how did the chronicle ad to because that was your social responsibility and is there a pathway in the future for touching that piece of our psyche that is more concerned about climate change and climate action that is more concerned that we've got 12 years. so it isn't an either-or, it's a both-and rooted question. i think if you look at census

tracts, where do most families live. if you had -- how do we hit parents with this message? for $4 a month, you could help address the biggest threat to our kids. i do think -- i think there's a pathway to more uptake, so i'll stop there. >> so let me try -- i think i have a few points to address that. one, i would love to chat with you offline about any lessons learned from other data you -- the more that we can bring in data or testing methods, transgendit is rather on the pricey end to do, but i am all for it. in terms of the climate, those articles, we hadn't tried sponsored stories in the chronicle, but they were very effective, and we determined in

the end, we would want to direct more funds toward them. the talking point to the number one thing you can do for climate action, like, the number one decision is actually one we found in 2016 was the most effective in our outreach in those 3,000 conversations was letting people know. people want to do something, and giving them something that is a one-time simple action, that really got people interested, so i think that may have been, like, that big, bold headline about it was one incredibly simple thing you can do. it pinpointed it to a single thing. of course, we didn't test other headlines. >> right. >> but that was certainly my thought in creating that headline was taking it off a point we used in the field so much. >> so in closing, i'd love to talk to you offline? and also think about

nonprofits, if you think about what nonprofit does to influence what a whole city does, i don't think it would -- you could help shape the messaging strategy of a whole california city. i think they'd like to help. >> okay. that's fantastic. >> commissioner wan? >> quick question. how much do we invest in this campaign? in order to keep the momentum going, i'm just wondering what is the resources. >> i will have to get back to you with a specific number. >> i have a follow up question to this. which is some of this is durable. you don't need to sit down and talk about tacos and talk about public awareness. the other thing i would like you to tell us, those are some

costs, so what would a campaign like this look like going forward? >> that's an excellent question. going forward, we've spoken with p.u.c. staff just to talk about the principle, but because they are having this big event in april where they get to, you know, announce really that they've enrolled so much of the city -- they don't want to rebrand. there's been a brand that's been incredibly effective. we are look to do this. they would need to trek the princip -- tweak the principle ads. the question is the cost of available budget. we haven't heard any definitive numbers at this point, it's all