How San Francisco’s suggestive water conservation campaign succeeded

A little creativity and a risque approach to what could be a boring message have paid off in a San Francisco campaign.

Ragan Insider Premium Content
Ragan Insider Content

One viral promotional phenomenon this summer involved people dumping cold water over their heads. Another successful campaign asked people keep that water in the bucket. As the state of California endures a severe drought, the city of San Francisco has decided to take a different approach to promote conservation, using the old ad motto “sex sells,” with a twist. And it’s working.

Since the campaign started in June, suggestive, cheeky ads with highlighted phrases such as “jiggle it,” “dirty hands,” and “quickie” have been plastered around San Francisco and broadcast on local TV and radio, urging its city dwellers to save water, with a splash of fun.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.