CHALLENGE |
Utah is the second driest state in the nation but its residents are one of the highest consumers of water. Our close proximity to snow-capped mountains and their clear, alpine streams has let the Wasatch Front blossom into a rapidly-growing, tree-lined metropolis. With water flowing all around the valley, the average person did not give much thought to conserving water. As water purveyors began looking at growth projections and how to meet those demands, the state mandated that they create and implement water conservation plans. As a result, in 1999 Jordan Valley Water Conservancy District earmarked funds for a public outreach campaign and hired Vanguard Media Group.

SOLUTION |
Created a water conservation program for the District entitled "Slow The Flow: Save H2O," which we used across all media channels. We worked with the District to develop outreach programs including a free Water Check Large Users Workshops, a Demonstration Garden and Garden Fairs. We also created a fun spokescharacter, Water Lou, to make community appearances and developed conservation merit badge packets for local Boy Scout troupes to distribute.

We identified and cultivated relationships with water purveyors, businesses and community leaders to raise additional funds and support for the program. In 2001, Slow The Flow was adopted by Governor Leavitt and the state's major water districts. Since the program's inception, we have planned dozens of press events, editorial board tours, media interviews, and pitched hundreds of stories. We have worked with water purveyors, Governors and weather reporters on messaging.

RESULTS |
According to several public opinion surveys, water conservation is now one of the top issues facing the state, even before employment, air quality, traffic and population growth. The vast majority of Utahns have heard of the Slow The Flow campaign and most of the population report they are acting upon its key messages. The state's water consumption was reduced 3 percent in 2001, 12 percent in 2002 and 11 percent in 2003. And these figures do not take into consideration the increase in the state's population and that 2003 was one of the warmest and hottest summers on record. In all, the state has saved about 22 billion gallons of water. In fact, water savings have been so significant that water purveyors and cities have had to evaluate how those savings were going to impact them economically and in the long-term.