Case Study:
Sustain Fairfax
A Multicultural Climate Action Campaign by Identika
Discover how Identika partnered with Fairfax County to launch Sustain Fairfax, a multicultural campaign promoting energy-saving behaviors and sustainability.
A Multicultural Climate Action Campaign by Identika
Discover how Identika partnered with Fairfax County to launch Sustain Fairfax, a multicultural campaign promoting energy-saving behaviors and sustainability.
Fairfax County had bold goals to cut carbon emissions and prepare communities for climate impacts. But to succeed, the County needed more than a message, it required heightened awareness and commitment from residents to take action.
The Office of Environmental and Energy Coordination (OEEC) turned to Identika to help translate complex climate strategies into relatable, inclusive, and actionable communications that residents across the county could trust and act on.
Climate and sustainability messages often suffer from abstraction. Residents know the issues are serious, but don’t always know what to do about them, or see how daily choices connect to countywide goals.
OEEC’s climate and resilience plans (CECAP and Resilient Fairfax) were rich in content but challenging to communicate. Without losing urgency or clarity, the campaign had to span languages, cultural perspectives, and communication gaps.
Identika created Sustain Fairfax, a campaign concept designed to make climate action local, personal, and practical. At the heart of this effort was a resident-centered brand identity and the bilingual tagline: “Your Actions, Our Climate.”
We developed a comprehensive brand architecture and visual identity, supported by culturally resonant messaging tailored to Fairfax County’s diverse audiences.
This wasn’t just branding—it was strategic reframing. We emphasized the money-saving, safety-enhancing, and everyday relevance of home energy upgrades, transit choices, and severe weather preparation.
Our approach was grounded in robust research:
We also designed and executed a multiphase media funnel that guided residents from awareness to engagement:
To amplify trust and reach, we helped develop a Sustain Fairfax Champions strategy, identifying, recruiting, and equipping trusted messengers from within the community to carry the campaign’s message forward. These partners helped amplify the Sustain Fairfax campaign within their constituents.
Identika’s work was also highlighted in local media coverage, including a featured mention in FFXnow, showcasing Fairfax County’s evolving efforts to empower residents with practical tools for climate action.
Looking for more examples of effective multicultural marketing in action?
