Fostering a culture of water conservation amidst the challenges of an arid climate, where every drop is precious.

Silver Telly Award

client
City of Thornton

work
“Without Water Life Would be Pretty Dry” Behavior Change Campaign

Creative direction / Art direction / Concept development / Campaign design / Website Design / Development + tactical execution

The goal: create a distinctive brand and creative campaign to create awareness about the importance of water conservation in the City of Thornton, CO and move residents from awareness to action to decrease residential water use.

project details

  • “Cautious Conservatives” High water users that take pride in their lawns and are typically motivated economically. They are resistant to being told what to do, especially by the government.

  • Use “the voice of water” as a friendly, non-government-y character to deliver messages with wit and humor. Raise awareness and educate with “how-to” action steps to simplify water conservation.

  • • 79% of the Thornton Water customers recalled seeing campaign messages in the community

    • 58% recall the campaign tagline “Without Water Life Would be Pretty Dry”

    • 41% believe they could decrease water use without affecting quality of lawn

    • 50% perceive that they already save water