Come over to the dry side.
There’s nothing like a drought to teach people the wisdom of saving water. We know. We helped Denver Water come through the second worse drought in its history. But what happens when the snow and the rains come back? How do you convince people to stick with their dry ways then?
It’s a tough sell to get people to cut back in times of plenty. But no one likes to waste, not ever. So that’s what we told them. Go ahead and use the water you need. But only what you need. We didn’t scold them. We didn’t guilt them. We just asked them not to waste.
And it worked. The campaign has been instrumental in driving down water consumption by over 20%. And it’s been acknowledged around the world for its insight, innovation and creativity.
In 2006, the Denver Water Board declared a goal to reduce water consumption by 22% in ten years. After the first three months of the Use Only What You Need campaign a 21% reduction was reported by the utility and those savings have continued through today.
You know the guy who’s so oblivious, he waters his lawn even when it’s raining? Don’t be that guy.
- :30 Blue Jeans
- :30 Sandals
Do you like to read when you’re sitting on the toilet? Good. Take a seat.
By and large, people do the right thing. So when Denver Water asked everyone to Use Only What You Need, they did. And water consumption dropped 21 percent.
But imagine if you could save even more without giving up a thing. That’s what happens when you use a WaterSense high-efficiency toilet. Every one of them saves almost 4,000 gallons a year. Denver Water even offered to give people a $75 rebate to make the switch.
That was big news. And where’s the best place to read news like this? You guessed it. So we created long copy posters at bus shelters. And provided an appropriate place to sit down and read them.
It broke all the rules for out-of-home advertising. But people loved it all the same. And the Outdoor Advertising Association of America honored the campaign with the Best of Show at their annual awards ceremony.