69% of Americans believe it is important to personally reduce water consumption.
25% of Americans actually took action by replacing toilets or shower heads with low-flow alternatives.
In response to the growing disconnect between the collective awareness of the need for water conservation and individual action to reduce water use, the Shelton Group has launched a PSA campaign, "Wasting Water Is Weird." The PSA series is sponsored by Bosch, Kohler, Lowe's and Procter & Gamble Co.
What the campaign does right:
- Doesn’t use scare tactics or alarming statistics.
- Focuses the action on one person in an everyday, relatable situation.
- Presents easy alternative choices consumers can make.
- Incorporates video content and social sharing to encourage viral spread.
How the campaign could improve:
- Clear, sound bite-worthy call to action. “Wasting Water is Weird’ rolls off the tongue, but doesn’t create a strong affinity for how the individual can make a difference. Think: “Save Lids to Save Lives” or “Only You Can Prevent Wildfires”
- Meaningful social proof about the impact the campaign is driving (likes and pluses don’t count). Levi’s Water<Less does a good job here.
- Invitation to consumers to tell their stories of water conservation on Facebook or YouTube. That’s where the real viral potential is – just look at Pampers Miracle Stories.
- Incorporation of gamification or interactive elements to help with viral spread. Maybe a smartphone app like The Greens: Light It Right game?
- More tangible ways consumers can make a difference (The “Water – Use it Wisely” campaign does a great job here.)
Read more about the PSA campaign on Ad Age GoodWorks