CASE STUDY
Caltrans Stormwater Program
"Let’s Change This To That" Campaign.
Services Provided:
Market Research
Creative Development
Social Media Strategy
Paid Media Planning & Placement
Outreach Events
Partnership Development
The Challenge.
Caltrans wanted to address public behavior related to stormwater pollution—specifically tackling littering and illegal dumping that threatened California’s waterways. The campaign aimed to inspire action by connecting pollution to its impact on the environment.
Our Approach.
We developed the "Let’s Change This To That" campaign, using targeted, behavior-specific messaging to show Californians how small changes could make a big difference. We ran media campaigns, organized cleanups, and partnered with environmental organizations to drive home the message that everyone has a part to play.
The Results.
- Awareness of pollution-prevention ads grew from 40% in 2021 to 46% in 2023.
- Behavior change showed a significant increase, with 58% reporting they now never litter.
- Over 695,000 social media impressions and 10,000 engagements.
- 40 events organized, resulting in over 122,300 pounds of litter collected.
58% of people said they now never litter, up from 39% when we started.
See the campaign in action.
