Stormwater Pollution Behavior Change Campaign

A coastal area like San Diego relies on sparkling clear ocean water for its existence. A five-year campaign is now underway to increase knowledge about stormwater pollution and promote pollution-fighting behaviors.

The behavior change marketing campaign, Project Clean Water,  included everything from initial quantitative and qualitative market research through brand and campaign development, earned and paid media strategy and implementation, social media, and effectiveness evaluation. It required coordinating with 21 different government agencies and achieving consensus on campaign elements and programs.

The “Dude” campaign makes the case for not dumping waste materials where they can flow to the ocean. 52 Ways to ♥ H2O shows a series of small acts everyone can do (one a week!) to help the environment and the ocean. Y 4 H2O is a program of microgrants for youth teams to use science or engineering to address water quality.

Project Clean Water coordinators are now regularly called on by the media as thought leaders in the field. In the first year, the campaign received 105 spots, with 1.7 million impressions and $246,000 value add.

Winner of an Achievement Award, Civic Education and Public Information, from the National Association of Counties.