Build a Better Bathroom Public Education Campaign

About the Program

Category: County Resiliency (Best in Category)

Year: 2018

The Miami-Dade County Water and Sewer Department (WASD) provides drinking water and wastewater services to 465,000 customers. To encourage their customers to conserve, the department implemented the High-Efficiency Fixture Rebate program, which provides rebates to consumers who upgrade their old bathroom fixtures with newer, EPA-approved high-efficiency models. Each household is eligible for up to $200 in rebates for making the upgrades. In 2016, WASD approached the Communications Department (COM) to help them brand and promote the program to increase the number of applications and rebates issued. First, COM created an eye-catching creative concept and gave the program a marketing friendly name — Build a Better Bathroom. Next, it planned and executed multichannel campaign that ran June-July 2016, and August 1–31, 2017. The campaign utilized both paid and unpaid media channels. During the 2016 campaign period, a total of 448 rebates were issued—311 for toilets, 94 for faucets, and 43 for showerheads. During the 2017 campaign period, a total of 260 rebates were issued — 174 for toilets, 57 for faucets, and 29 for showerheads. Overall, the program has tallied millions of impressions across multiple channels and tens of thousands of clicks.