One of the most effective mass marketing home campaigns of all time was the “Live Better Electrically” (LBE)?program of the post-World War II era. It began in the mid 1950s when the General Electric (GE) and Westinghouse corporations decided to co-sponsor a multi-million dollar nationwide campaign to promote the sales of electric appliances and to tout the benefits of electric power. ?General Electric provided the main support for the program, which launched in March of 1956.

At the time, utility companies were rushing to meet the increased demand for electricity in postwar America.? However, as more power plants came on line the cost of electricity decreased.? To increase company profits, homeowners were encouraged to consume more power through the purchase of a variety of electric products. For GE and Westinghouse, the creation of a new market for electric heat also promised to increase company profits. ?Additionally, the two corporations not only sold residential electric heating units and a variety of household appliances, but they also sold electrical generating equipment to? utility companies nationwide.