A recipe for 100% Clean Energy
This week, California made history when SB100 passed the Senate and Assembly, making California the largest economy in the world to commit to a 100% clean energy target. The bill, which requires our state to achieve 60% renewable energy by 2030 and 100% carbon-free energy by 2045, stands in stark contrast to the Trump Administration, which is busily trying to prop up coal and other fossil fuels. NextGen America played a critical role in the larger coalition that worked tirelessly over the last two years to pass this bill. So the question is, how did we do it?
- By Building Momentum. SB100 was introduced last year, but was held up in the Assembly after a spectacular display of political influence from opposition groups. Press coverage of the bill’s near death experience created ideal conditions for clean energy supporters to demand action in 2018, confirming that despite Federal regulatory rollbacks on climate, progress in the states is still possible.
- By Getting Organized. NextGen drew on classic organizing principles to direct the momentum building around SB100. We applied electoral organizing strategies to state level legislation in order to meet voters where they are: on their cell phones and in their cars (ironic, we know). We ran digital ads up and down the Golden State on platforms like Facebook, Instagram, Twitter, Google Search, and YouTube to target political elites, influencers, and environmental activists while they were checking social media throughout the day. We ran audio ads on Spotify. We purchased space on digital billboards in San Diego, Los Angeles, San Francisco and Sacramento so as people sat in traffic on their way to and from work, we got them thinking about the connection between clean energy and clean air. We sent over 10,000 text messages urging people to call their legislators and vote yes on SB100. Our advertising reached Californians over 9 million times, and as a result, people demanded action.
- By Gathering Under a Big Tent. The SB 100 campaign focused on the aspirational goal — 100% clean energy — while also drawing connections to the need for clean air. 8 out of the 10 most polluted cities in the country are in California and 8.6 million kids breathe dirty air in our state. What’s worse, these burdens hit our most vulnerable communities the hardest. All this against the backdrop of one of the worst wildfire seasons in the state’s history made it clear that something impactful must be done. The SB100 campaign’s big tent made space for Republicans like Arnold Schwarzenegger to call on legislators to take action alongside students from all across the state who traveled to Sacramento to lobby their legislators. Environmental justice groups organized and spoke out, and celebrities tweeted. Renewable energy industry came out in support and much of last years vocal opposition went quiet because everyone knows more renewable energy means more jobs, and a healthier society in the Golden State.
And with that, SB100 is heading to the Governor’s desk, just two weeks before Governor Brown hosts the Global Climate Action Summit here in California — a first of its kind gathering specifically for sub-national governments and non-state actors. There is no doubt this bill is just the beginning, but it is a notable landmark as we fully transition to a clean energy economy. SB100 asks California to think differently about our energy system and be the first ones to implement that vision at scale. Can we do it? There’s only one way to find out.
