29 Apr '11, 8am

Denver Water Provides Social Marketing with a Splash of Fun

Denver Water Provides Social Marketing with a Splash of Fun

It is also important to note that the campaign began in 2006, after a major drought. Denver Water’s board of directors took a progressive stance and decided that rather than yelling all clear, they would instead continue to promote increased water savings to their customers. They set the ambitious goal of reducing water usage by 22% of pre-drought levels by 2015. The lighthearted Use Only What You Need campaign would be instrumental in reaching this new goal and thus the campaign’s budget for the first year was one million dollars. However, after establishing their campaign’s presence in Denver, it was possible to scale back the annual budget to $650,000 for 2011. Considering that Denver is much better prepared for an emergency situation, such as an extreme drought, the cost of maintaining water saving behavior is likely well worth the price and the fun.

Full article: http://www.triplepundit.com/2011/04/sukle-social-marketin...

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