August 17, 2022

As employees continue to exemplify a strong commitment to core values in the communities where we live and work, our efforts to showcase their acts of service to others and the environment are also growing – through our Light the Way campaign.

Introduced to employees last November, Light the Way is a multi-pronged reputational enhancement initiative designed to rebuild consumer trust and brand reputation following the HB6 investigation and related events. The advertising campaign launched in June with spots highlighting employees’ service to others with a meaningful, heartfelt focus on community impact initiatives, public safety outreach and other activities.

New social and digital media ads scheduled to launch in early August will expand upon these original spots – this time showcasing employees’ steadfast commitment to bettering the environment.

Volunteers from FirstEnergy’s Mon Power Green Team are prominently featured in the latest ads, highlighting our mission to create cleaner, greener spaces for customers, communities and stakeholders.

Comprised of diverse employees from every operating company, FirstEnergy’s Green Teams are committed to operating our business in an environmentally responsible manner, through sound use of natural resources and advancement of sustainable practices. Fueled by employee volunteers, their completed projects to-date include planting tens-of-thousands of trees, supporting local community gardens and nature preserves, and sponsoring programs promoting recycling, pollinators, roadway cleanup, educational community outreach and more.

“The work of our Green Teams embodies our core value of Stewardship,” said Doug Colafella, director, Communications & Branding. “We’re thrilled to highlight this work in our new campaign and we’re so proud to showcase employees dedicating their precious time to protect and beautify our communities for generations to come.”

Light the Way’s latest productions show stewardship in action as Mon Power Green Team volunteers assist with a gardening project at Bartlett Housing Solutions, an organization in Morgantown, W.Va., that transitions homeless persons to independent living.

Doug Milbrand, fiber networks specialist IV, led the volunteers in planting a vegetable garden onsite that will provide a harvest of fresh produce and nutritious meals for the organization’s residents. Employees assisting Doug with the project included Drew Wade, Carol Trembly, Amber Moore, Ryan Thomas, Mark Talkington and Carol Brady.

Reactions to the campaign are being monitored and the impact measured to quantify how well it resonates with the public and stakeholders before we embark on a broader-reaching campaign next year.