The Challenge
An increase in road traffic had led to an increase in the pollution and debris that travels from roadways, through storm drains, into lakes, rivers, streams and oceans. Yet most motorists are unaware of this. Caltrans challenged Sagent to improve water quality in the state through positive behavior change and targeted individual actions.
Our SAGE Approach
We conducted a survey to better understand obstacles preventing Californians from performing the desired behaviors. Research and focus groups led our team to new positive campaign messaging that encouraged Californians to appreciate and love our waterways. This approach was reflected in the slogan “Protect Every Drop.”
Sagent then focused on seven key behaviors and crafted motivating messages to promote environmental awareness and stormwater management. An integrated statewide campaign, with local customizations, reached targeted audiences and “hot spots” where waterways were most distressed.
The Results
- 84% of Californians came to understand the connection between “highway pollution” and “water quality”.
- 30% of Californians responded with changed behavior and avoided littering.
- 47 partners statewide adopted and promoted Sagent’s campaign, exceeding the requirement by more than 660%.
- Delivered a total 813 million media impressions, 18% (124 million) over planned impressions.
- Negotiated media added value of $11.5 million.
- Orchestrated 247 outreach events.
- Coordinated five statewide press events achieving more than 2 million media hits.
- Directed more than 500,000 visitors to the campaign webpage.
