Save the Drop - Water Conservation Campaign

20 percent reduction in citywide water use during LA’s historic drought.

To achieve massive behavior change, sometimes you just need a little positive reinforcement. Los Angeles was entering its fifth year of historical drought. When Mayor Eric Garcetti issued an executive directive that asked residents to reduce water use by 20%, we delivered the Save the Drop campaign. With the Mayor’s Fund for LA, City of LA and ad firm Omelet LA, I led the team to launch an aggressive citywide platform to build awareness and drastically change the City’s behavior around water consumption.

Meet The Drop, LA’s tiniest, hardest working cutest friend. We humanized our relationship with water, getting Angelenos to not just think about water waste, but to feel an emotional connection to the precious resource. Our integrated campaign empowered Angelenos of all ages with encouraging messages and tips that made water-saving an easy and a natural part of their daily lives.

A rally cry heard ‘round LA. Our work landed everywhere: from bus shelters to library bookmarks, Dodgers games to local TV, USC to UCLA, broadcast to social media, movie theaters to radio waves, to the national Late Late Show with James Corden and DWP bill, and the many, many appearances of our Drop mascot around the city.

The best part? Save the Drop’s positive, rally cry messaging is helping LA meet its water-saving goals, setting a new standard for civic advertising.

Key Impacts

20% water use reduction

160 Million national impressions & 77 Million local impressions

34 Million feet of grass replaced with drought tolerant landscaping

Services

Strategy, Creative Development, Production, Activation, Partnership Development