Successful Summer Promotion Stresses "Water Deeply and Less Frequently"
How do you get homeowners to stop making water parks out of their lawns through overwatering? By producing a radio spot that pokes fun at the homeowner who isn't paying attention to his irrigation. This entertaining and engaging radio PSA was the focus of the "Water Deeply and Less Frequently" promotion that helped educate residents on how much water their landscapes truly need during the hot summer months.
The campaign included two print ads (view ad 1 | view ad 2) produced by the city of Mesa, as well as an extensive outdoor water-use section on the Water - Use It Wisely website.
The campaign also directed residents to the interactive watering guide, which helps them dial in their irrigation system for a healthy summer landscape.
Press releases featuring each monthly outdoor water-use topic were distributed through each of the Arizona coalition cities for their local and regional messages.
Dont tell me to conserve water, show me how to conserve water. This common sentiment was prevalent throughout extensive research and focus groups conducted by the Water Use It Wisely development team several years ago. So how do we truly understand the wants and needs of our target markets and help them remove their barriers to doing what we want them to do? In his article Quick Reference: Community-Based Social Marketing, Dr. Doug McKenzie-Mohr suggests that behavior change is achieved by focusing on removing barriers while at the same time identifying the activity and its benefit to the overall goal. Like Water Use It Wisely, McKenzie-Mohr advocates a specific methodology to employ when trying to change behaviors. Visit his website at www.cbsm.com for the complete article.
School in Indonesia Uses Water Use It Wisely
An ambitious student at the Gandhi Memorial International School in Jakarta recently requested the Water Use It Wisely logo for use in a water conservation brochure his Pro-Awareness Club was developing. The club developed a one-page document that focused its message on students and parents being the solution to conserving water and provided a list of tips they could use in and around their home to lower their water use. Prakhar Birla found Water Use It Wisely on the internet when searching for water conservation information.
Red Cap Reaches Thailand
Stuart from Phoenix doesn't monkey around when it comes to saving water. He was spotted here with a friend in Ko Samui, Thailand, wearing a red Water - Use It Wisely cap. See where the cap has been around the world as we pass the hat for water conservation.
New Partners
Welcome all of the new Water - Use It Wisely partners from across the country. To learn how you can use the campaign in your city, region or state, please contact Kim Bridges, program director, at 602-957-7323, or visit the Water Use It Wisely website for more information.
