A fresh new look increased engagement for a media and online pledge campaign
CHALLENGE
Evolve the Fred & Izzy stormwater pollution prevention campaign and address the continuing need to increase awareness that storm drains connect directly to creeks and the Bay, and that water flowing into stormdrains is not treated.
SERVICES
- Behavior Change Campaign Planning
- Concept Development
- Graphic Design
- Copywriting
- Media Planning
- Digital Media Promotion
- Outdoor Advertising
APPROACH
We partnered with a local artist for a fresh look and feel to campaign. The style worked well with digital, social, and out-of-home media including bus ads, billboards and BART station posters. The campaign included an online pledge to document engagement, and giveaways to attract attention. The first 200 pledges received a canvas bag, and another 800 received a sticker set. Our team facilitated outreach plans with member agencies for additional reach.
RESULTS
The first 200 online pledges received a canvas bag, and another 800 received a sticker set. Combined with local agency efforts, this campaign received 1,400 pledges in 2026. By repeating our baseline survey in 2024, we measured a 68% increase in understanding of the basic stormwater message.