PEABODY ENERGY

Kristi Chumley, Michelle Copening, Mark Daffron, Kristina Schappell

Insight Cont.

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Audience Pro-active constituents in the U.S. that

support alternative

energy consumption

• Environmentalists

• Health consciousLegislators

(House and Senate)

Call-to-action

Want constituents to call/write/email/fax their

legislators, in both the House and Senate, to draft and approve

legislation to provide funding for clean coal research

Obstacles

Ignorance

Competing

alternative fuel

sources

Misperceptions with

clean coal (don’t

believe in it)

Insight

Bills can be killed by

specific groups in Congress and need

lobbyists to generate support

Legislators are more likely to

push bills through if they are supported

by their constituents

Perceived need for energy

consumption will increase over the next

5-10 years

People are not aware of clean

coal options for energy

Insight Cont.

People want alternative energy, but

not from clean coal

There are a reasonable amount of people who want to take

action to progress the research of

alternative fuels

People think coal is bad for

the environment

“…I believe we should invest in coal-to-liquid fuels... we must invest in clean coal

technologies that we can use at home and share with the

world.” — President Elect Barack

Obama, 2008

Challenge

Challenge

Create public awareness and generate funding for

clean coal technology, ultimately creating a

higher demand for clean coal consumption

Insight Cont.

Insight: Low Awareness

Insight Cont.

Insight: Low Confidence

Insight Cont.

Insight: More Energy

Insight Cont.

Insight: More Oil

Insight Cont.

Insight: Foreign Dependence

Insight Cont.

Insight: Coal can do that

Insight Cont.

Insight: Clean = Value

Insight Cont.

Insight: Urgency Recognized

Insight Cont.

Insight: Call to Action

Insight Cont.

Insight: Buy-in

Message

Alternative Energy = Good

Clean Coal = Good

Evidence

Peabody Interview

Survey data

Lobbyist Interview

Survey: What is the FIRST word that comes to mind when you think of coal?

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How we will say it

Two-phased campaign 1st phase: Create Coalition and obtain

funding for alternative energy Acquire support for alternative energy

2nd phase: Change perceptions of coal

Phase I: Create Coalition and gain support for alternative energy

SAFETI (alternative energy coalition) Chamber of Commerce Sierra Club

Emotion through advertising directed at our target audience Print ads Tagline on recycle bins Television spots Direct mail Celebrity endorsements

Website Call-to-action point

Phase I Communication

TV AD – Phase I

Safety Dance Ad

Music: Safety DanceOut of focus

Music: Safety DanceComes into focus – See Background Dancers are Really Islamic Militants

Music: Safety DanceShows Pole Dances – See Background Dancers are “Evil Leaders”

Music: Safety DanceFollow Individual Dancers – Mahmoud Ahmadinejad with Evil Laugh

Music: Safety DanceFollow Individual Dancers – Bin Laden with Evil Laugh

Music: Safety DanceFollow Individual Dancers – Hugo Chavez with Evil Laugh

Music: Safety DanceFollow Individual Dancers – Saddam Hussein with Evil Laugh

Music: Safety DancePan lower and see other dancers are cute children

Freeze Frame and Stop MusicZoom in to see only one little girls faceVoice Over – “Don’t trust her safety to Them… but we do every day.”Visit www.SAFETI.org to see how you can provide her REAL safety

www.SAFETI.org

Real Safety

Real Alternatives

SAFETI.org

Funding the development of alternative Energy Fuels.

No sound – Final Screen Shot

Direct Mail – Phase I

37% of plant and animal species could be extinct by 2050 as a result

of global warming

Address information

www.safeti.org 1-800-4-SAFETI

To date, no bills have been passed by Congress to cut global warming pollution.

You can make a difference. Urge your legislators to fund alternative energy.

U.S. Geological Survey predictions say that Glacier National Park will not have any glaciers left by 2030

Address information

www.safeti.org 1-800-4-SAFETI

To date, no bills have been passed by Congress to cut global warming pollution.

You can make a difference. Urge your legislators to fund alternative energy.

Product Placement – Phase I

Thanks for keeping the Earth Green

www.safeti.orgVisit us to see how you can keep

The Air Clear and the Water Blue

Phase II: Concepts promoting clean coal

Once support is generated for alternative energy, focus on clean coal as an alternative energy source Educate constituents about clean coal Encourage constituents to contact their

legislators to support clean coal funding Encourage lobbyists to introduce clean

coal legislation to Congress

Phase II Communication

TV AD – Phase II

Changing Perceptions

Voice Over - “Green… The new black.Coal Can Do That”

www.coalcandothat.com- Show Web Site

TV AD – Phase II

PENGUINS - Commercial

Print AD – Phase II

Shouldn’t his air be as clean and pure as, well…

This abandoned coal mine?

Green Coal – the clean alternative

Product Placement – Phase II

Green Coal Ads - Phase II

Be a lean, mean green machine… just like me

Green Coal is Clean Coal

Summary of Survey ResultsTotal Number of Respondents: 425Sex:

Male: 68%Female: 32%

Age:Under 18: 0.2%18-30: 22.3%30-40: 39.5%40-50: 26.7%50-60: 9.5%Over 60: 1.6%

Income:Less than $25K: 5.1%$25-40K: 4.9%$40-65K: 9.8%$65-80K: 8.4%$80-100K: 11.6%More Than $100K: 60.2%

Summary of Survey ResultsQ4) Which of the following energy sources are you familiar with?

INCOME Sum of Not Coal Sum of Clean Coal Not AwareFemale 38 38 50.00%Male 58 91 38.93%Grand Total 96 129 42.67%

INCOME Sum of Not Coal Sum of Clean Coal Not Aware18-30 23 28 45.10%30-40 39 48 44.83%40-50 19 39 32.76%50-60 13 10 56.52%60 and over 2 3 40.00%Under 18 0 1 0.00%Grand Total 96 129 42.67%

INCOME Sum of Not Coal Sum of Clean Coal Not Aware$25,000-40,000 9 8 52.94%$40,000-65,000 13 14 48.15%$65,000-80,000 12 10 54.55%$80,000-100,000 11 18 37.93%Less than $25,000 5 6 45.45%More than $100,000 46 73 38.66%Grand Total 96 129 42.67%

Summary of Survey Results

Q5) Of the following energy sources, please select the one source that you think is most likely to decrease the US dependence on foreign oil.

Row Labels Bio-fuel (Bio-deisel)Clean Coal

Electric Hybrid Hydroelectric Hydrogen

None of these will significantly reduce the US dependence on foreign oil Nuclear Solar Wind Grand Total

Female 1 1 2 2 3 2 2 1318-30 1 1 2 2 3 2 2 13

$25,000-40,000 1 1 1 2 5$40,000-65,000 1 1 2$65,000-80,000 1 1 1 3Less than $25,000 1 1More than $100,000 1 1 2

Male 2 1 7 1 4 6 10 3 3 3718-30 2 1 7 1 4 6 10 3 3 37

$25,000-40,000 3 4 1 1 9$40,000-65,000 1 1 1 3 1 1 8$65,000-80,000 2 3 1 6$80,000-100,000 1 1 1 1 4Less than $25,000 2 1 1 1 1 6More than $100,000 2 2 4

Grand Total 3 2 9 3 4 9 10 5 5 50

Summary of Survey ResultsOver the next 5-10 years, how do you think the US demand for energy will change?

AGERow Labels Decrease Greatly Decrease Greatly Increase Increase Stay about the same Grand Total Increase Decrease % Increase18-30 2 10 35 4 51 45 2 88.24%30-40 6 22 49 10 87 71 6 81.61%40-50 5 1 10 35 7 58 45 6 77.59%50-60 4 1 6 8 4 23 14 5 60.87%60 and over 1 4 5 4 1 80.00%Under 18 1 1 1 0 100.00%Grand Total 17 3 48 132 25 226 180 20 79.65%

GENDERRow Labels Decrease Greatly Decrease Greatly Increase Increase Stay about the same Grand Total Increase Decrease % IncreaseFemale 4 3 12 44 13 76 56 7 73.68%Male 13 36 88 12 149 124 13 83.22%Grand Total 17 3 48 132 25 226 180 20 79.65%

INCOMERow Labels Decrease Greatly Decrease Greatly Increase Increase Stay about the same Grand Total Increase Decrease % Increase$25,000-40,000 1 5 11 17 16 1 94.12%$40,000-65,000 2 4 16 5 27 20 2 74.07%$65,000-80,000 2 6 13 1 22 19 2 86.36%$80,000-100,000 1 2 7 16 3 29 23 3 79.31%Less than $25,000 1 9 1 11 9 1 81.82%More than $100,000 11 26 67 15 119 93 11 78.15%Grand Total 17 3 48 132 25 226 180 20 79.65%

Summary of Survey ResultsOver the next 5-10 years, how do you expect the US demand for oil to change?

GENDERRow Labels Decrease Greatly Decrease Greatly increase Increase Stay about the same Grand Total Increase Decrease % IncreaseFemale 10 3 7 34 22 76 41 13 53.95%Male 34 2 10 64 39 149 74 36 49.66%Grand Total 44 5 17 98 61 226 115 49 50.88%

AGERow Labels Decrease Greatly Decrease Greatly increase Increase Stay about the same Grand Total Increase Decrease % Increase18-30 7 1 3 27 13 51 30 8 58.82%30-40 15 1 10 36 25 87 46 16 52.87%40-50 11 1 2 28 16 58 30 12 51.72%50-60 10 1 1 6 5 23 7 11 30.43%60 and over 1 1 1 2 5 1 2 20.00%Under 18 1 1 1 0 100.00%Grand Total 44 5 17 98 61 226 115 49 50.88%

INCOMERow Labels Decrease Greatly Decrease Greatly increase Increase Stay about the same Grand Total Increase Decrease % Increase$25,000-40,000 3 1 1 10 2 17 11 4 64.71%$40,000-65,000 5 2 8 12 27 10 5 37.04%$65,000-80,000 3 1 14 4 22 15 3 68.18%$80,000-100,000 7 2 2 10 8 29 12 9 41.38%Less than $25,000 1 1 2 5 2 11 7 2 63.64%More than $100,000 25 1 9 51 33 119 60 26 50.42%Grand Total 44 5 17 98 61 226 115 49 50.88%

Summary of Survey ResultsOver the next 5-10 years, how do expect the US demand for FOREIGN oil to change?

GENDERRow Labels Decrease Greatly decrease Greatly increase Increase Stay about the same Grand Total Increase Decrease % IncreaseFemale 21 4 8 24 19 76 32 25 42.11%Male 44 5 12 60 28 149 72 49 48.32%Grand Total 65 9 20 84 47 226 104 74 46.02%

AGERow Labels Decrease Greatly decrease Greatly increase Increase Stay about the same Grand Total Increase Decrease % Increase18-30 11 1 6 20 13 51 26 12 50.98%30-40 19 3 9 38 18 87 47 22 54.02%40-50 20 2 4 21 11 58 25 22 43.10%50-60 14 2 5 2 23 5 16 21.74%60 and over 1 1 3 5 0 2 0.00%Under 18 1 1 1 0 100.00%Grand Total 65 9 20 84 47 226 104 74 46.02%

INCOMERow Labels Decrease Greatly decrease Greatly increase Increase Stay about the same Grand Total Increase Decrease % Increase$25,000-40,000 2 1 10 4 17 10 3 58.82%$40,000-65,000 11 1 9 6 27 10 11 37.04%$65,000-80,000 1 5 9 7 22 14 1 63.64%$80,000-100,000 9 2 3 7 8 29 10 11 34.48%Less than $25,000 3 1 4 3 11 7 4 63.64%More than $100,000 39 5 7 46 22 119 53 44 44.54%Grand Total 65 9 20 84 47 226 104 74 46.02%

Summary of Survey ResultsWhat do you consider to be most likely to prevent main-stream adoption of an alternative fuel source in the next 5-10 years?Helps to compose the message in the advertisment:

GENDER

Cost of manufacturing alternative fuels

Discovery of additional domestic oil

Inadequate infrastructure for alternative fuels

Incompatibility with current equipment (e.g. cars, furnaces, etc.)

Insufficient advances in alternative fuel technology

Insufficient funding for alternative fuel research

Low cost of oil

Waste disposal

Grand Total Addressable

Female 6 1 19 30 1 15 3 1 76 86.84%Male 19 4 31 27 16 21 28 3 149 65.77%Grand Total 25 5 50 57 17 36 31 4 226 72.57%

AGE

Cost of manufacturing alternative fuels

Discovery of additional domestic oil

Inadequate infrastructure for alternative fuels

Incompatibility with current equipment (e.g. cars, furnaces, etc.)

Insufficient advances in alternative fuel technology

Insufficient funding for alternative fuel research

Low cost of oil

Waste disposal

Grand Total Addressable

18-30 6 3 7 13 2 12 6 2 51 70.59%30-40 11 21 16 7 14 17 1 87 67.82%40-50 5 1 16 17 6 6 6 1 58 79.31%50-60 3 1 5 9 1 3 1 23 78.26%60 and over 1 2 1 1 5 80.00%Under 18 1 1 100.00%Grand Total 25 5 50 57 17 36 31 4 226 72.57%

INCOME

Cost of manufacturing alternative fuels

Discovery of additional domestic oil

Inadequate infrastructure for alternative fuels

Incompatibility with current equipment (e.g. cars, furnaces, etc.)

Insufficient advances in alternative fuel technology

Insufficient funding for alternative fuel research

Low cost of oil

Waste disposal

Grand Total Addressable

$25,000-40,000 2 1 2 5 6 1 17 76.47%$40,000-65,000 2 6 6 4 1 8 27 62.96%$65,000-80,000 4 1 4 5 3 3 2 22 77.27%$80,000-100,000 4 9 6 5 5 29 68.97%Less than $25,000 2 1 1 4 2 1 11 63.64%More than $100,000 13 1 29 34 9 17 15 1 119 75.63%Grand Total 25 5 50 57 17 36 31 4 226 72.57%

Summary of Survey ResultsHow much more would you be willing to pay for an environmentally friendly fuel source?

GENDERI am not willing to pay more for an environmentally friendly fuel source

1-5% more

5-10% more

10-15% more

Greater than 20% more

Grand Total

Pay More Pay 0 - 5%

Female 13 30 21 9 3 76 82.89% 56.58%Male 31 56 41 15 6 149 79.19% 58.39%Grand Total 44 86 62 24 9 226 80.09% 57.52%

AGEI am not willing to pay more for an environmentally friendly fuel source

1-5% more

5-10% more

10-15% more

Greater than 20% more

Grand Total

Pay More Pay 0 - 5%

18-30 9 20 14 5 3 51 82.35% 56.86%30-40 12 40 23 8 4 87 86.21% 59.77%40-50 17 16 18 5 2 58 70.69% 56.90%50-60 5 8 6 4 23 78.26% 56.52%60 and over 1 2 1 1 5 80.00% 60.00%Under 18 1 1 100.00% 0.00%Grand Total 44 86 62 24 9 226 80.09% 57.52%

INCOMEI am not willing to pay more for an environmentally friendly fuel source

1-5% more

5-10% more

10-15% more

Greater than 20% more

Grand Total

Pay More Pay 0 - 5%

$25,000-40,000 5 4 6 2 17 70.59% 52.94%$40,000-65,000 2 19 3 2 1 27 92.59% 77.78%$65,000-80,000 8 3 8 2 1 22 63.64% 50.00%$80,000-100,000 4 11 11 2 1 29 86.21% 51.72%Less than $25,000 1 4 3 2 1 11 90.91% 45.45%More than $100,000 24 45 31 14 5 119 79.83% 57.98%Grand Total 44 86 62 24 9 226 80.09% 57.52%

Summary of Survey ResultsHow important do you consider finding a viable, alternative fuel source?

GENDER Critical Important Not sure Not very important Unimportant Grand Total MattersFemale 45 24 4 2 1 76 90.79%Male 85 61 3 149 97.99%Grand Total 130 85 7 2 1 226 95.13%

GENDER Critical Important Not sure Not very important Unimportant Grand Total Matters18-30 26 22 3 51 94.12%30-40 55 32 87 100.00%40-50 32 22 2 2 58 93.10%50-60 12 9 2 23 91.30%60 and over 5 5 100.00%Under 18 1 1 0.00%Grand Total 130 85 7 2 1 226 95.13%

GENDER Critical Important Not sure Not very important Unimportant Grand Total Matters$25,000-40,000 9 7 1 17 94.12%$40,000-65,000 8 17 2 27 92.59%$65,000-80,000 17 5 22 100.00%$80,000-100,000 18 7 3 1 29 86.21%Less than $25,000 7 2 1 1 11 81.82%More than $100,000 71 47 1 119 99.16%Grand Total 130 85 7 2 1 226 95.13%

Summary of Survey Results How proactive are you willing to be to accelerate the advancement of alternative fuel sources? (Select the highest level of involvement you are willing to assume)

GENDER

Alternative fuels are important, but I am unwilling to take any actions

I am willing to donate funds to support alternative fuels

I am willing to invest in companies developing alternative fuels

I do not consider alternative fuels important

I would e-mail a prepared form letter to governmental officials urging them to support funding for alternative fuels

I would sign a petition urging government officials to support funding for alternative fuels

I would sign and mail a prepared form letter to governmental officials urging them to support funding for alternative fuels

I would write to governmental officials urging them to support funding for alternative fuels

Grand Total Action

Female 4 8 16 2 8 12 15 11 76 92.11%Male 22 9 40 1 18 29 18 12 149 84.56%Grand Total 26 17 56 3 26 41 33 23 226 86.73%

GENDER

Alternative fuels are important, but I am unwilling to take any actions

I am willing to donate funds to support alternative fuels

I am willing to invest in companies developing alternative fuels

I do not consider alternative fuels important

I would e-mail a prepared form letter to governmental officials urging them to support funding for alternative fuels

I would sign a petition urging government officials to support funding for alternative fuels

I would sign and mail a prepared form letter to governmental officials urging them to support funding for alternative fuels

I would write to governmental officials urging them to support funding for alternative fuels

Grand Total Action

18-30 7 6 8 1 5 15 7 2 51 84.31%30-40 9 7 24 9 15 13 10 87 89.66%40-50 8 1 17 2 7 7 10 6 58 82.76%50-60 2 1 5 3 4 3 5 23 91.30%60 and over 2 1 2 5 100.00%Under 18 1 1 100.00%Grand Total 26 17 56 3 26 41 33 23 226 86.73%

GENDER

Alternative fuels are important, but I am unwilling to take any actions

I am willing to donate funds to support alternative fuels

I am willing to invest in companies developing alternative fuels

I do not consider alternative fuels important

I would e-mail a prepared form letter to governmental officials urging them to support funding for alternative fuels

I would sign a petition urging government officials to support funding for alternative fuels

I would sign and mail a prepared form letter to governmental officials urging them to support funding for alternative fuels

I would write to governmental officials urging them to support funding for alternative fuels

Grand Total Action

$25,000-40,000 2 3 1 1 6 3 1 17 82.35%$40,000-65,000 4 1 6 2 7 6 1 27 85.19%$65,000-80,000 2 2 4 1 4 3 4 2 22 86.36%$80,000-100,000 3 2 11 1 1 3 4 4 29 86.21%Less than $25,000 1 2 3 3 2 11 90.91%More than $100,000 14 7 32 18 19 16 13 119 88.24%Grand Total 26 17 56 3 26 41 33 23 226 86.73%

Summary of Survey Results

No alternative energy source is deserving of funding-Clean Coal Specifically

Female Male Grand Row Labels 18-30 30-40 40-50 50-60 60 and overUnder 18 Total 18-30 30-40 40-50 50-60 60 and over Total Total$25,000-40,000 0 0 0 1 0 1 2 2$40,000-65,000 0 0 0 0 2 3 1 1 7 7$65,000-80,000 0 0 0 0 0 0 1 1 1$80,000-100,000 0 1 0 1 2 2 0 1 0 5 6Less than $25,000 1 0 0 1 2 1 1 3More than $100,000 0 4 3 1 1 9 0 12 8 4 0 24 33Grand Total 1 4 4 1 1 1 12 6 17 11 6 0 40 52

Female Male