Facing serious drought conditions for the third straight year, Santa Clara Water District came to the Hive to build an advertising campaign to change their constituents behavior. Our first insight was that no one knows how to save 15%: we needed to give them a concrete goal. And then they needed concrete ideas on how to achieve this goal. We created a campaign called “Save20gallons.” The TV advertising featured 3-4 tips on how to save those 20 gallons a day. The billboards, bus sides, radio, print ads and online banners gave further ideas and demonstrated how to save 20 gallons. Finally, viewers were encouraged to go to a robust website that had a fun interactive "house" that showed all the ways to save.
The campaign started running in May 2009, and by Fall 2009, Santa Clara County had achieved an 18% reduction in water consumption! We've continued to work with Santa Clara on year two conservation and other projects.
The campaign started running in May 2009, and by Fall 2009, Santa Clara County had achieved an 18% reduction in water consumption! We've continued to work with Santa Clara on year two conservation and other projects.
BILLBOARDS AND BUS SHELTERS
WEB ADVERTISING
MICROSITE
TELEVISION
