Environment 2004 came together under the leadership of Carol Browner, former Director of the Environmental Protection Agency, and Bruce Babbitt, former Interior Secretary, to help turn key swing states for Senator John Kerry in the 2004 Presidential election.

The client turned to Element to take on two challenges - how to break through the most crowded media environment ever to get an environmental message heard and how to strategically use limited resources.

Element helped Environment 2004 develop creative television advertising that targeted their audience on a strategically limited number of cable channels. The campaign focused on issues of concerns to young mothers, using a non-political, emotion-based approach to reach them. The media bought targeted programs aimed exclusively at young mothers and those where presidential ads weren't already running.

Environment 2004's efforts helped secure narrow wins for Senator Kerry in Minnesota and Wisconsin, two of the three target swing states.