Kohler, Lowe’s, Bosch, and Procter & Gamble all faced the same conundrum: How do you get Americans to understand the importance of water conservation? They joined together with Shelton Group to create a solution.
Two-thirds of Americans say they’re concerned about fresh water supplies and feel personally responsible to conserve them, but they simply aren’t acting on those concerns. They need to begin noticing the moment that using water becomes wasting water so they’ll be able to shift an automatic behavior to a conscious choice.
A character named Rip the Drip showed up the moment using water became wasting water … and he made that moment feel really awkward. The humor and relatable scenarios spurred consumers to shift from automatic, water-wasting behaviors to conscious choices for smarter water use.
Wasting Water Is Weird included a national television PSA campaign, out of home ads, a website and extensive social media outreach from Rip (his social media pages boasted roughly 70,000 posts by the end of the campaign). Overall, the campaign racked up 432 million impressions, the equivalent of a $6 million ad buy. The real win was evident in Shelton’s Green Living Pulse™ report the next year: 29% of consumers who had seen the campaign said it caused them to change their water usage habits.
million impressions – from unpaid media
of viewers changed how they use water