Ventura Water Adapts Never Waste Campaign

To Spark Local Dialogue on Water Waste

2013-08-26

VenturaWaterLogoHoriz300res-SmVentura Water, the water and wastewater provider for the City of Ventura, has a long history of successful water conservation and community engagement initiatives to safeguard the local water supplies for the 109,000 people they serve.  Their Water: Take 1 Online Short Film Contest is a perfect example: an initiative bringing together filmmakers, business leaders and the general public to elevate water awareness through imagination, education and entertainment.

As Ventura began planning for the second year of Water: Take 1, they sought ways to expand the dialogue with water customers about how to care for water resources and to help them get involved – without having to get behind a camera.

The Alliance for Water Efficiency’s new Never Waste campaign proved to be a perfect match for Ventura to communicate the ideas behind Water: Take 1.  The campaign’s focus on demonstrating the value of water by comparing water wasted in our daily lives with a familiar object – a water bottle – was relevant, easily accessible and customizable.  It also provided strategic opportunities for cross promotion to the mutual benefit of both initiatives.

Bringing the campaign to life through a variety of channels and creative thinking, Ventura Water made the Never Waste message their own by creating a local connection for customers.  Here are a few ways that the Never Waste campaign has sparked interest in water use online and offline in Ventura:

  • Ventura launchThe Never Waste bottles made a splash at the Water: Take 1 launch event, where they were given to attendees.  The impact these bottles can make is clear; one helped this KCET.org writer think about water in a whole new way.
  • Never Waste images were used on various marketing materials, featuring Ventura and Water: Take 1 logos to help connect the campaign to the City and the competition.
  • For their annual Fourth of July Street Fair, the City unveiled the new downtown Trolley, which featured a Never Waste image, and raffled off bottles to visitors to their educational booth. 
  • The Never Waste postcard was customized and printed to include logos and QR codes linking to local resources, and even water wasted in gallons to help connect it to customer bills.
  • The Ventura Water Blog and local Sustainable Ventura blog deliver a steady drumbeat of conservation content to customers, and the Never Waste images provide great visuals and story ideas.  
  • Ventura is using social media to host an ongoing conversation with customers, such as on Facebook, where Ventura citizens have sent in pictures using their bottles.
  • Ventura has also reached out to local media with press releases and to discuss the campaign, such as the local Sustainable Ventura TV show, available on Ventura Water’s YouTube channel.

Trolley“Water: Take 1 was created to challenge how we look at water, how we use water and how we share water,” said Ventura Water General Manager, Shana Epstein.  “As an online contest, Water: Take 1 attracts a global audience and Never Waste, as a national effort, was a natural fit.  The Never Waste theme also resonated at a local level with Ventura’s dedication to sustainability and environmental stewardship.” 

Ventura Water plans to continue spreading the word through advertisements, signage, water bottle raffles and information at special events. Never Waste images will soon appear on trash cans in public spaces.  Other ideas include expansion of the “Where do you take your Never Waste bottle?” picture campaign on Facebook and more online promotion on their website. 

“We are always looking for ways to integrate Never Waste elements in our educational marketing and appreciate the adaptability of the graphics and other tools we receive as a member of the Alliance,” said Ventura Water Analyst Nancy Broschart.

For more information on how to participate and adapt the Never Waste campaign in local communities, click here.