At the Garrison Institute’s 2011 Climate, Cities and Behavior Symposium, Susan Anderson and Jill Kolek, leaders of the City of Portland’s Bureau of Planning and Sustainability, describe the Solarize Portland Campaign. They explain their tactic of bringing together all of the solar constituents in the city, including businesses, nonprofits and administrators of public solar incentives programs, to create a unified message and marketing strategy. They used peer pressure as a means of shifting behavior by making solar energy the “new normal,” and developed a neighborhood-level community-driven volume purchasing program to bring solar energy to many households.