The Retrofit Accelerator was part of the Mayor’s Initiative to reduce carbon emissions 80% by the year 2050 (known as 80 x 50). For this specific piece of sustainability puzzle, the office needed to persuade various community targets to opt for cleaner and more efficient energy solutions for their buildings.

The targets ranged from architects and engineers working on brand-new buildings, to “mom-and-pop” landlords who may speak english as a second language.

In partnership with SMAKK Studios, Rhetorica synthesized raw data from an ethnography that had been conducted by the city previously, compiled detailed profiles for community segments, developed high-level messaging for the campaign, and wrote copy for local advertising and other collateral, such as one-pagers, social media, and website copy.