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Creative Billboards Cleverly Encourage People to Use Less Water #ArtTuesday #YouCantMakeThisStuff

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Marketing with a message to consume less, not more. A lot of the billboards are “Maker” themed (with yarn, legos and more) to highlight the fact that you can’t make water. Via My Modern Met:

For over a decade, they came up with clever advertising campaigns that inspired the citizens of Mile High City to be mindful of the amount of water they use. At the start of their campaign, they had a ten-year goal of reducing water consumption by 22%. After the first year, water reduction was already down by 21% thanks to their creative solutions.

Before designing anything, Sukle conducted research and determined their initial target audience—eco-conscious people. Once they knew that, they spent time understanding this group of people. “We uncovered their sensitivity to the concept of waste,” Sukle wrote. “That helped inform the campaign message: Use Only What You Need. It didn’t feel like a sacrifice.” They continued to refine their ideas by executions like, (“You Can’t Make This Stuff”) intended to remind consumers that even when it’s raining a lot, it’s still vital to practice water conservation.

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