Company American Water Works Company
Campaign America on Tap
PR agency Middleton & Gendron
Objective: To celebrate its 125th anniversary, the American Water Works Company is launching a public education campaign on the benefits of drinking tap water from refillable bottles rather than disposable ones.
Idea: The anniversary, which falls during the same week as Earth Day, will prompt a dialogue on water conservation. Consumers will be asked to take an America on Tap pledge to drink tap water. Efforts will also be leveraged to connect with Earth Dayís message of protecting water sources.
Working with the Environmental Protection Agencyís WaterSense program and the Student Conservation Association, a PSA campaign will launch featuring actors Rachel Dratch, Diane Neal, and Horatio Sanz, as well as national surfing champion Lakey Peterson. The PSAs direct viewers to www.SaveWaterToday.org for educational tips.
"This was an opportunity to bring new ideas and address issues vital to the environment," says Yvonne Middleton, chairman of Middleton & Gendron, the AOR that developed the PSA campaign. "Part of Earth Day is about water conservation. The PSAs target that issue specifically."
Tools: In addition to the companyís website, a special 125th anniversary site, www.amwater125.com, features videos from employees who have been with the company 20 years or more explaining the American Water tradition.
"We'll rotate employee videos every few weeks to show that you can't stick around 125 years unless you have good people," says Maureen Duffy, director of external communications for American Water Works.
The company will also use social media channels such as Twitter, YouTube, and Facebook to get the word out.
Measurement: Media impressions and the PSAs will be tracked with monitoring tools. Website traffic will also be tracked specifically to see how people are being directed to the site and the duration of their visits.