How workers’ faces engage staff and customers

Follow the lead of New York’s Con Edison: Don’t hire actors or use goofy graphics; put the faces of your workforce on billboards and in videos—and you’ll see a boost in your campaigns.

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When Hurricane Sandy struck New York last year, Manhattan went dark from 39th Street south.

In contrast to previous blackouts—which had never affected more than 200,000 customers at a time—Con Edison of New York had 1 million outages.

“We were anticipating a very, very bad storm,” says Ann Cameron, Con Edison’s director of creative services, “but no one was anticipating the storm that arrived.”

There was major flooding. The storm piled up cars and blew down trees, taking power lines with them.

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