Water Conservation Advertising Campaign
Client: Solano County Water Agency
Water agency seeks conservation at the height of an extended California drought.
When an extended drought entered its fifth year threatened the stored water supplies in Lake Berryessa, Solano County water users -- municipalities and irrigators alike -- joined together to promote conservation.
Robert D. Kahn & Company began by polling County water users to establish what messages would alter behavior. The agency developed an upbeat, even congratulatory campaign while conveying the seriousness of the problem. The result were voluntary consumer reductions the Solano County Water Agency had hopen to achieve.