Pump Up Salem

Students were tasked with the opportunity to design a campaign to educate Salem residents on heat pumps and their benefits to support the city’s sustainability initiatives. The overarching goal of the campaign was to increase awareness of heat pumps and an understanding of their benefits in Salem. To achieve this goal, students developed a strategy broken up into two parts: a storytelling community approach and enabling residents to overcome common barriers. Part one focuses on highlighting early adopters of heat pumps within the Salem community and using peer-to-peer communication with simple language to help educate others on the benefits of heat pumps. Part two focuses on overcoming common barriers in heat pump adoption, such as cost, by using action-oriented language and establishing relationships with potential partners like local banks.