Ruby Tuesday launched Fire Up, Fire Down, an energy-savings initiative directing 700+ restaurants on when to power cooking equipment and lights on and off. To build awareness and excitement, we created a web graphic for the internal site that tracked total savings toward a $2 million fiscal-year goal.

Using prior and current cost data, along with an EPA conversion tool, we posted monthly accumulated savings throughout the year. The initiative was a success, ultimately surpassing our goal.

Each month featured two graphics: a main image of a growing tree symbolizing progress, and a smaller graphic highlighting a tangible equivalent of our reduced carbon footprint.