The Challenge


By 2040, more than 450,000 acres of farmland (approximately five percent of New York’s farmland), could be lost to urban and low-density conversion. At the same time, rapid and broad renewable energy deployment must be undertaken if the state’s ambitious greenhouse gas reduction targets are to be met. In the town of Red Hook, support is needed for an agrivoltaic project that will see farming made possible under a solar array.


The Strategy 


A hyper-local campaign was developed to build awareness of agrivoltaics, and the unique opportunity for Red Hook to preserve farmland and take local climate action. A website, paid social, radio ads, open houses and creative proactive media strategy brought the project to the top of the community’s consciousness. A glossy-bound hard copy resource was also developed specifically to reach local decision makers to boost awareness and support of the project.


The Results & Impact


Hundreds of community members engaged with the project and scores of signatures were collected in support. Our intentional engagement of a small, localized geography yielded 114,353 impressions on social media, with no negative comments received, indicating Yulu’s tailored messaging resonated with community members and piqued their interest in the project. Yulu’s engagement with local clean energy advocates also led to a productive meeting between decision-makers and Lightstar, a key step towards project approval.