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What: Pacific Gas & Electric kicks off inititative to make San Francisco the greenest city on earth

What: Pacific Gas & Electric kicks off inititative to make San Francisco the greenest city on earth In 2006, PG&E made a commitment to, in partnership with the City and people of San Francisco, make a truly "green" city possible. I was brought in by award-winning ad agency Venables Bell & Partners to concept the user experience on the web site.

The Challenge: I needed to design a site that would engage users to become pro-active in their lives offline, encourage an active community online and develop an architecture that was flexible and extensible enough to grow with the movement. And I had one week to do it.

My Role: The concept I developed was called "Utopian San Francisco", which created opportunities for content and community development around all aspects of living in the City, dividing them into groupings by where the activity took place.

The Results: As with all content-rich community-based sites, LGTC is a work in progress. Augmented with the launch of the offline GREEN IS campaign, users a finding ways to make small changes in their lives that can have large impact in the long run. www.letsgreenthiscity.com