CAHPP turns home comfort into climate campaign

The California Heat Pump Partnership has launched a statewide campaign designed to increase awareness and adoption of heat pumps among homeowners and contractors as California works toward its carbon neutrality goals.

Created in partnership with Xpedition, the campaign aims to familiarise consumers with heat pump technology before emergency home repair situations force rushed purchasing decisions.

Campaign supports California climate targets

California has committed to installing 6 million heat pumps by 2030 as part of its target to achieve carbon neutrality by 2045.

According to the campaign partners, many homeowners only consider replacing heating systems after an existing unit fails, with decisions often influenced by whichever contractor is available first. At the same time, some contractors remain hesitant to recommend heat pumps due to limited familiarity with the technology.

The initiative, led by the Building Decarbonization Coalition and supported by the California Heat Pump Partnership, is intended to build consumer understanding of heat pumps earlier in the decision-making process.

Mockumentary campaign focuses on home comfort

The centrepiece of the campaign is The Wall Whisperer, a comedic mockumentary that follows a first-time homeowner couple dealing with household problems before learning that their home requires a heat pump system.

Xpedition said the campaign uses familiar homeownership experiences, including inconsistent temperatures and household maintenance issues, to make heat pump technology feel more accessible and relatable.

Hunter Johnson, CEO and Founder, Xpedition: “Adoption of new home technology doesn't happen overnight, it happens through conversations between homeowners and the professionals they trust.”

The campaign positions contractors as key advisers in the adoption process while also presenting heat pumps as efficient systems designed to improve household comfort.

Campaign highlights homeowner priorities

Julianne Waite, Associate Director, Integrated Marketing and Client Engagement at Building Decarbonization Coalition: “One of the biggest insights behind this campaign is that above all other factors, Californian homeowners value comfort.”

Julianne Waite added that bringing the house itself to life within the creative concept helped simplify heat pump technology for audiences while focusing on the everyday benefits for homeowners.

The campaign forms part of wider efforts by the California Heat Pump Partnership to increase public familiarity with heat pumps as adoption grows across the US residential heating market.

www.heatpumppartnership.org

www.xpedition.com

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