New TV Spots: Co-ops Restore Hope and Power in Katrina Aftermath

With much of the media attention over the past month focused on the failure of Hurricane Katrina relief efforts, much of the hard work occurring in the affected co-op areas has gone unreported.
 
With the new creative team of White and Partners, Touchstone Energy crafted new 60- and 30-second versions of a TV spot, titled Power and Hope, focused on a message of reconstruction and hope for the communities most damaged. The spots highlight the tremendous efforts of line crews and other co-op support staff helping to rebuild the areas most affected by Katrina. Unlike much of the "bad" news on the TV today, the spots focus on the facts---that co-ops are working 24 hours, 7 days a week, to make things right.

Please review the new spots (a national 60- and a national 30-second spot, plus an example of a state-customized 30-second spot, using Iowa as the example) at www.touchstoneenergy.coop.

New Spot Debuts During ABC Monday Night Football
The 30-second version made a prominent debut on ABC during the Sept. 19 Monday Night Football Special telecast, featuring a game between the New York Giants and New Orleans Saints. The game was part of a telethon to benefit hurricane victims.

The fall media buy, which was canceled several weeks ago due to Hurricane Katrina, has been rescheduled and will run Sept. 26-Oct. 16, featuring the 30-second version of the new spot on ESPN, Lifetime, USA, Discovery Channel, Weather Channel, HGTV and regional Fox Sports channels, as well as on satellite stations. 

Additionally, a pop-up Web page was added to the new Touchstone Energy Web site (www.touchstoneenergy.coop). At the end of the TV spot, a slate directs viewers to the site, where the pop-up automatically launches. It permits consumers to click on their state, and learn which charities are recommended by that state for consumer-members to provide contributions and other support to.
 
Another aspect of this creative effort is the new capability to customize spots to a specific state. A unique line, including the name of the state, can be featured in the script of the 30-second spot for each state, a hallmark of Touchstone Energy's future creative capabilities. To order a BETA-SP or DigiBETA copy of the new spots, please contact your Touchstone Energy Regional Representative.
 
“Much like Touchstone Energy's response after Sept. 11, 2001, a significant benefit of having a national brand is the ability to take advantage of an opportunity---like getting the co-op message in front of millions of viewers on Monday Night Football---to showcase what cooperatives have done to restore hope and power for the American people,” said Jim Bausell, COO of Touchstone Energy.

Basin Electric Donates to Hurricane Relief

Basin Electric Power Cooperative (Bismarck, N.D.) on Sept. 22 announced that it will make a $500,000 donation to the ongoing Hurricane Katrina relief efforts in the Gulf Coast region. The donation will be split evenly between Louisiana and Mississippi and will aid co-op employees and co-op members affected by the hurricane.

Employees of Basin and its subsidiaires have been encouraged to supplement the donation by contributing vacation time and sick leave. The cash equivalent of time donated will be added to the $500,000 already approved by Basin’s board of directors.

"Basin Electric and its member systems are very proud to do what we can to help with the hurricane relief efforts," said Ron Harper, Basin Electric CEO and general manager. "As a Touchstone Energy cooperative, we are part of a nationwide family of electric cooperatives. There are many members of our family who have been devastated by this disaster and we want to do whatever we can to help."  Harper added that Basin Electric is committed to operating under the core Touchstone Energy values of integrity, accountability, innovation and commitment to community.

Editor, Marty Haught
marty.haught@nreca.coop
703-907-5986