Water Conservation Public Awareness Campaign Update

1
Water Conservation Public Awareness
CampaignUpdate

• Presented by Linda BurnetteDirector, Office of
  Communications and Governmental AffairsSt. Johns
  River Water Management DistrictJune 10, 2003

2
Why do we have a mass media, paid-advertising
campaign?

• Increase public education
• Change public behavior
• Inform the uninformed
• Broaden the reach of the message

3
Long-term campaign strategy

• Gaining public attention
• Increasing public awareness
• Obtaining public desire to change behavior
• Educating the public on how to change behavior

4
The 2002 campaign

• 2002 partners
• 22 partners, including South Florida Water
  Management District
• 2002 Goal
• Raise public awareness
• Be positive
• Create foundation to change public behavior
• 2002 Message
• Gain attention
• Get people thinking about water
• Emphasize ease in saving water

5
Awareness portion of campaign

• Included TV, radio and newspaper ads
• Three different ads designed to appeal to
  different audiences
• Created awareness of need
• Suggested a desired behavior
• Provided a path to find specific answers
• Ran February through September 2002

6
Advertising the message on television in 2002

• Message appeared 12,000 times
• Programming mix included network and cable
• Mix designed to reach broadest audience
• Mix designed to reach across demographics

7
Advertising the messageon radio in 2002

• Message aired about 5,300 times
• Mix designed for the broadest demographic
  coverage
• Formats included country, adult contemporary,
  news/talk, rock, oldies
• Two ads were translated into Spanish ran on
  three Hispanic radio stations in Orlando

8
Advertising the message in newspapers in 2002

• Newspaper used in outlying markets
• 54 ads
• Two ads translated into Spanish

9
Education tier

• Tools included
• Campaign brochures
• 12 Simple Ways
• Saving Water Indoors
• Saving Water Outdoors
• Web site floridaswater.com
• Ad templates

10
Support tier

• Additional pieces utility partners personalized,
  including door hangers and statement stuffers
• Additional efforts enhanced the overall campaign
  and helped to reinforce the message

11
2002 campaign evaluation

• Multi-year effort
• Initial success indicators are evident
• Exposure
• TV ads 12,000
• Radio ads 5,300
• Newspaper ads 54
• Reach
• About 80 percent of the Districts population
  approximately 3.1 million people
• Frequency
• 15 exposures per person

12
2002 campaign evaluation

• Cost
• 3 cents per exposure
• 2002 water conservation literature requests
• 12 percent increase from 2001
• Web site hits
• thousands

13
Award-winning campaign

• Addy Awards American Advertising
  Federation. Industrys most prestigious
  competition for creative excellence
• Silver Addy for overall campaign
• Silver Addy for Water Hunter radio spot
• Alan Austin Judges Award for Water Couple TV
  spot

14
Award-winning campaign

• International Wildlife Film Festival
  Encourages excellence in communicating wildlife,
  conservation, ecology or environmental issues
• Best of category winner Water couple TV
• Best of category finalist Coffee eater TV
• Best of category finalist Water hunter TV

15
Award-winning campaign

• Summit Creative Award International creative
  competition
• Bronze award for best use of humor Coffee eater
  TV
• Communicator Award Recognizes outstanding print
  media advertising
• Honorable mention Coffee eater

16
Awareness surveys

• September 2000
• January 2002
• June 2002
• January 2003

17
Survey highlights

• Level of concern 94 percent
• Perception of importance of conservation 98
  percent
• Level of public knowledge increased 10
  percentage points
• Awareness of ways to conserve increased 22
  percentage points

18
Survey highlights

• Significant shift in public concerns from water
  quality to water supply
• 45 percent recall more than 1.7 million people
• 38 percent behavior change more than 650,000
  people

19
The 2003 campaign

• 27 partners, including Southwest Florida Water
  Management District
• Build on established theme, characters and tools
• Message is more educational
• TV and radio primary media
• Continue to use 2002 collateral materials
• Exposure, reach, frequency, etc., determined at
  end of campaign year