Earthjustice: Coal Ash Contaminates our Lives

Underground has worked with EarthJustice for more than a decade. We developed their tagline, Because the Earth needs a good lawyer, which has become a pillar of their brand. We’ve also worked on a number of their campaigns, including one on Coal Ash.

In the aftermath of the Tennessee Valley Authority coal ash spill of December 22, 2008, citizens and advocacy groups across the country were outraged. Earthjustice wanted to leverage that outrage into positive action, rallying the Obama administration into enacting harsher regulations on this dangerous material.

Underground helped position Earthjustice at the forefront of the movement to regulate coal ash, where it was able to organize and lead grassroots groups to use public comments to push the EPA towards regulations that declared coal ash hazardous waste. “Coal Ash Contaminates Our Lives” features a series of print and outdoor ads and video stories highlighting coal ash’s unwelcome intrusion into our homes, our livelihoods, and our leisure activities. The strength of the campaign is the jarring juxtaposition of coal ash with scenes of comfort and familiarity.

Also notice the power of the photography. Underground worked with Atlanta-based photographer Dave Stewart to create these powerful, arresting images. (Fun Fact: The haz-mat suit we rented from a Hollywood supplier are the same ones used in Outbreak, which starred Dustin Hoffman.)

The combined result of these materials generated over 450,000 public comments to the EPA—far greater than Earthjustice’s initial target of 50,000 comments. It’s a testament to what happens when you pair powerful creative concepts with strong messaging and outreach.