Television spots
Santa Clara Valley Water District
The Santa Clara Valley water district needed people to save 15% more water, by changing the percentage to a gallon amount the message was clearer—'Save 20 gallons' became our campaign. I took inspiration from the 1940's WPA Posters for that "Can-Do" style. Fully integrated it included tv, digital/interactive, newspaper, outdoor, radio and a site, and had elements translated into Spanish, Chinese, and Vietnamese. Average water savings topped at 18.5% per person.
We took care to make every piece of the campaign relatable. We didn't want to scare people with the doom & gloom consequences of not saving water, so keeping things light and positive really worked to our advantage.
From rebates to tips to live resevoir data we had to pack a lot of information into the microsite. The main piece that gave users a context for the amount of water they were currently using was the Water-Efficiency calculator. The tool gets down to the nitty gritty of where and how much residents could save based on their behaviour.
An interactive house where users could explore to find water savings opportunities and resources.
The goal of the campaign was to reach the proposed %15 water usage reduction per resident countywide. Ultimately, total annual water savings attributable to all residential conservation programs reached 39,550 acre-feet. This translates roughly to an 18% reduction countywide.
