- Wed, August 24 2011
- Filed under: Cause-related marketing
Today I feature a post by my fantastic colleague Kate Olsen, who blogs at Companies for Good. Here’s a review of a new campaign on water conservation, with commentary on where this creative work flows and when it dries up.
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.
-Shelton Group Green Living Pulse Survey
In response to the growing disconnect between the collective awareness of 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.
(Katya’s note: I also like the use of social norms theory, characterizing the “norm” as saving, not wasting water.)
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