Project Clean Water Stormwater Behavior Change Campaign

About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2022

Project Clean Water launched a five-year marketing campaign to change stormwater behavior in March 2021 with the goal of raising knowledge and awareness of stormwater pollution issues and expanding source control efforts by encouraging San Diegans to engage in pollution-reducing behaviors. Tools used to reach target audiences include social media, newsletters, radio and digital advertising, regional events and partnerships, and coordination with our coalition of regional nonprofits working in the pollution-prevention space. In the first six months of the campaign, Project Clean Water received more than 14 million impressions, well over the 10 million first-year goal. Project Clean Water’s award-winning Love Your Water educational video was screened as a trailer before movies at 17 theaters regionwide throughout summer of 202, as well as before free, public Movies In The Park events. Randomized public surveys taken in October 2021 demonstrate a significant rise in awareness that stormwater is not treated ― 52% of respondents answered correctly, up from 38% in June 2021. Project Clean Water is a collaboration among the 21 San Diego Regional Stormwater Copermittees, including 18 incorporated cities, the San Diego Regional Airport Authority, the Port of San Diego, and the County of San Diego (County).