Expertise
Creative Strategy
Creative Direction
Copywriting/Script Writing
Animation
Video Pre and Post Production
Challenge
The City of Austin Watershed Protection Department needed to create awareness about non-point source pollution and communicate behaviors that could help keep our local environment clean.
The marketing team wanted to encourage civic engagement with unique video and radio spots for each division initiative:
• Scoop the Poop is an Austin Parks & Recreation program
• Grow Green is the gardening education program that promotes sustainable landscaping practices in Austin
• The Pollution Prevention & Reduction hotline helps the Environmental Monitoring and Compliance team locate spills and other pollution within Austin
Solution
We conducted stakeholder interviews with various experts within the Austin Watershed Protection department to understand the key messages we needed to communicate within each video.
We created light-hearted 15 & 30 second PSA videos in English and Spanish, using animation and stop-motion, and 10-second radio ads. In “The Poopetrators” and “Be Like Bud,” we developed personas to help citizens identify current and desired behaviors that affect local waterways. For “Pollution Hotline,” we created a rhyming call-to-action for memorability.
Results
"Be Like Bud” for the Grow Green initiative won Marcom Platinum for excellence in marketing and communication and the American Illustration 43 Winner.
The Scoop the Poop initiative, “The Poopetrators,” won Marcom Gold.
The entire campaign won an American Advertising Awards “ADDY” from the American Advertising Federation Austin and Vega Digital Gold for Environmental Awareness.
