In October, 2003 the Clean Energy States Alliance (CESA) and SmartPower initiated a research study to identify messages that would be most effective in making the public believe that clean energy – including Hydrogen Power -- is important and more desirable. The intent, to understand why, if so many quantifiable studies show the public interested in clean energy and willing to pay more, has there been so little market movement. We also wanted to understand if attitudes toward energy had shifted in light of 9/11, Iraq, and other economic and energy crises. Through the use of innovative projective techniques designed to uncover unconscious motivations, the research study found some startling revelations: • Fossil fuels were seen as a positive contributor to a comfortable and familiar lifestyle. • Clean energy was seen as weak and not up to the job of powering today's world. • Clean energy lacked scale and mainstream acceptance. It was much more associated with sketchy ideas than proven products and services. • Concepts and facts that made clean energy seem real and tangible were most compelling. Showing clean energy at scale with large and powerful images was effective. • There was a need for a new story and a new messenger. The need for self-sufficiency was more motivating than the traditional environmental story. This research resulted in the completion of a marketing “tool kit” for all CESA states. The “Tool kit” includes three television ads, two radio ads, print advertisements and a bill board treatment. SmartPower has already begun running these ads in Rhode Island with intent of promoting Rhode Island's utility driven “switching” program. This presentation will include the presentation of the in-depth research and a review of the advertisements, as well as an update as to the success of the program in various states around the nation. The messages learned through this research will be invaluable to attendees of this conference.