This billboard and transit ad was designed in conjunction with a new website. The frame of “Coal-free Generation” was used to launch the branding of an alliance of advocacy organizations funded to contest coal extraction in Pennsylvania’s Appalachian region. The ad campaign was launched during the G20 summit in Pittsburgh and created significant interest in the campaign. The “coal free” meme was picked up by alliance partners soon after our strategic messaging document was released in May of that year. The Mayor of Los Angeles, University of North Carolina student activists, Blue Oregon, and other groups across the country have begun using “coal free” to successfully present their campaign as both resistant to the coal industry and pro-alternative in terms of energy resources.