This brochure, created on behalf of about a dozen midwestern electrical cooperatives, introduced "Breathe Easy," a program that offered homeowners new-fangled electric water heaters

free of charge.

 

Yes! You heard right! Trade in that old propane or gas clunker of a water heater, and get a sleek new electric unit that can be, as we might loosely say today, "throttled" during peak operating times - saving everybody money.

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Bonus: I found a real bright side to making people feel guilty about using fossil fuels. Done properly, you can talk about stuff like carbon monoxide backdrafts and still make it seem fun.

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