pacific gas & electric
Abuela
pacific gas & electric
Abuela
Client
Client
Challenge
Challenge
Wildfire preparedness has long been a critical issue in California, and longstanding gaps in outreach remain. PG&E’s Community Wildfire Safety Program campaign reinforced how seniors — especially within Latino families — as well as individuals with access and functional needs, continue to be disproportionately vulnerable and underserved by traditional messaging.
News stories highlighted seniors struggling with basic emergency readiness, from navigating outages to understanding evacuation guidance. At the same time, many Latino families live in the wildland-urban interface, where wildfire risk is highest. Yet preparedness communications often relied on fear-based messaging or technical language that felt impersonal, inaccessible, or culturally disconnected.
PG&E needed to deliver critical preparedness information without frightening or alienating audiences – and in a way that resonated emotionally across both English- and Spanish-speaking households.
Wildfire preparedness has long been a critical issue in California, and longstanding gaps in outreach remain. PG&E’s Community Wildfire Safety Program campaign reinforced how seniors — especially within Latino families — as well as individuals with access and functional needs, continue to be disproportionately vulnerable and underserved by traditional messaging.
News stories highlighted seniors struggling with basic emergency readiness, from navigating outages to understanding evacuation guidance. At the same time, many Latino families live in the wildland-urban interface, where wildfire risk is highest. Yet preparedness communications often relied on fear-based messaging or technical language that felt impersonal, inaccessible, or culturally disconnected.
PG&E needed to deliver critical preparedness information without frightening or alienating audiences – and in a way that resonated emotionally across both English- and Spanish-speaking households.
Wildfire preparedness has long been a critical issue in California, and longstanding gaps in outreach remain. PG&E’s Community Wildfire Safety Program campaign reinforced how seniors — especially within Latino families — as well as individuals with access and functional needs, continue to be disproportionately vulnerable and underserved by traditional messaging.
News stories highlighted seniors struggling with basic emergency readiness, from navigating outages to understanding evacuation guidance. At the same time, many Latino families live in the wildland-urban interface, where wildfire risk is highest. Yet preparedness communications often relied on fear-based messaging or technical language that felt impersonal, inaccessible, or culturally disconnected.
PG&E needed to deliver critical preparedness information without frightening or alienating audiences — and in a way that resonated emotionally across both English- and Spanish-speaking households.
Insight
Preparedness messaging often fails not because people don’t care, but because it undermines dignity. Seniors are frequently portrayed as fragile, and Latino families are addressed through translation rather than cultural relevance. Within many Latino households, care is intergenerational and reciprocal. When preparedness is framed as helping rather than rescuing – and as an act of respect rather than urgency – families are far more likely to engage.
Insight
Preparedness messaging often fails not because people don’t care, but because it undermines dignity. Seniors are frequently portrayed as fragile, and Latino families are addressed through translation rather than cultural relevance. Within many Latino households, care is intergenerational and reciprocal. When preparedness is framed as helping rather than rescuing – and as an act of respect rather than urgency – families are far more likely to engage.
Insight
Preparedness messaging often fails not because people don’t care, but because it undermines dignity. Seniors are frequently portrayed as fragile, and Latino families are addressed through translation rather than cultural relevance. Within many Latino households, care is intergenerational and reciprocal. When preparedness is framed as helping rather than rescuing – and as an act of respect rather than urgency – families are far more likely to engage.
Idea
Reframe wildfire preparedness as an act of respect for the people who’ve always taken care of us.
Idea
Reframe wildfire preparedness as an act of respect for the people who’ve always taken care of us.
Idea
Reframe wildfire preparedness as an act of respect for the people who’ve always taken care of us.
Solution
Abuela is a narrative-driven film told through the eyes of a grandson helping his grandmother prepare for emergencies. Rooted in the powerful role of the abuela within Latino culture, the story doesn’t center on wildfire danger, but on reciprocity: she’s always been there for him – now he’s there for her.
Solution
Abuela is a narrative-driven film told through the eyes of a grandson helping his grandmother prepare for emergencies. Rooted in the powerful role of the abuela within Latino culture, the story doesn’t center on wildfire danger, but on reciprocity: she’s always been there for him – now he’s there for her.
Solution
Abuela is a narrative-driven film told through the eyes of a grandson helping his grandmother prepare for emergencies. Rooted in the powerful role of the abuela within Latino culture, the story doesn’t center on wildfire danger, but on reciprocity: she’s always been there for him – now he’s there for her.
Results
Results
Completion rates were +33% compared to benchmarks for :30 units, and across all channels, completion rates were +25%
Strong emotional engagement drove retention, curiosity, and motivation to act
