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Bosch, Kohler, Lowe's, P&G Sponsor "Wasting Water is Weird" Campaign

Image credit: Shelton Group

Findings from Shelton Group’s Green Living Pulse Survey reveal that 69% of Americans believe it is important to personally reduce water consumption, but only 26% actually acted on these beliefs. 

The Shelton Group designed the campaign in collaboration with the Environmental Protection Agency’s (EPA) WaterSense program, and it aims to help Americans recognize the moment their water usage goes from useful to wasteful. Other sponsors of the campaign include Bosch, Kohler, Lowe’s and Procter and Gamble.

Experts agree that within the next five years, 36 states will face serious water shortages. Yet the US is a water-intensive nation with the average resident using about 100 gallons a day.

“Our consumer surveys show Americans talk a good game about water conservation but take very little action,” said Suzanne Shelton, President and CEO of Shelton Group. “We know the brain reacts more powerfully to ‘don’t waste’ messages than ‘save’ messages. Urging Americans to reduce their water usage to save the planet won’t work – instead, our campaign aims to appeal to a sense of personal responsibility.”

Shelton Group says the 30-second spots deliver an “aha” moment via Rip the Drip, a so-called “weird” character that pops up whenever people start wasting water while going about their daily activities. The campaign also incorporates video PSAs, a website, social media, and outdoor and online advertising.

Bart King is a PR consultant and founder of Cleantech Communications.

Bart King is the principal and founder of New Growth Communications, a network of affiliated content producers and strategists serving clients in the emerging green economy. Follow him @bart_king and on LinkedIn.

[Read more about Bart King]

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