Beginning in 2012, federal legislation means energy-wasting light bulbs are phasing out. GE wanted to spread the word and highlight the many energy-efficient option it brings to the table. The challenge was to avoid the assumption that GE was somehow responsible for the legislation - a kill-the-messenger effect. This campaign worked to emphasize GE's thought leadership in the lighting category. And, it helped people understand the many benefits of simply changing a light bulb to reduce energy use.