Americans say they care about water conservation, a national survey shows, but not enough to forgo a long shower, plant new landscaping, or replace their toilets to save water.nnThat’s why Shelton Group, an advertising and marketing agency with an exclusive focus on motivating consumers to make more sustainable choices, is launching a national public service campaign aimed at helping Americans recognize the moment their water usage goes from useful to wasteful.nnFindings from Shelton Group’s Green Living Pulse Survey reveal that most Americans are unwilling to give up comfort and personal freedom for the environment. While the survey found that 69 percent of Americans believe it is important to personally reduce water consumption, only 26 percent actually acted on these beliefs by replacing toilets or showerheads with low-flow alternatives. Fewer than half of those surveyed gave up tub baths or took shorter showers to reduce water use, only 4 percent installed rain barrels, and only 6 percent planted low-water landscaping.nn
nnThese findings led Shelton, in collaboration with the Environmental Protection Agency’s (EPA) WaterSense®, to create the Wasting Water is Weird campaign, sponsored by Bosch home appliances, Kohler, Lowe’s and Proctor & Gamble. The national campaign is based on a key understanding of behavior change – exposing automatic behaviors so people can make conscious choices.nnThe campaign seeks to shift Americans from automatic behaviors such as running the water while brushing their teeth, to conscious decisions, including changing their showerheads or toilets to more water-efficient models.nnIt’s a critical issue. Experts agree that within the next five years, 36 states will face serious water shortages. Yet the United States is a water-intensive nation—each of us uses about 100 gallons a day.nn”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’ve found you cannot just tell people they have to stop using water or try to put a positive spin on making a sacrifice. And guilting them into making a change by throwing dire realities at them doesn’t work. This campaign helps consumers make the shift from an automatic behavior to a conscious choice.”nn “We know the brain reacts more powerfully to ‘don’t waste’ messages than ‘save’ messages,” Shelton said. “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.”nnThe 30-second spots deliver an ‘aha’ moment via Rip the Drip, a humorously ‘weird’ character that pops up whenever people start wasting water while going about their daily activities. After they’ve realized that they’re wasting more water than they need – and that Wasting Water is Weird – they stop. The campaign also incorporates video PSAs, a website, social media, and outdoor and online advertising.nn “We hope that the campaign will lead Americans to realize they can conserve water simply by becoming more conscious of how they are using – and too often wasting – water. In addition to demonstrating a strong commitment to consumer education and environmental responsibility, the campaigns sponsors – Bosch, Kohler, Lowe’s and Procter and Gamble –are active participants in environmental best practices such as EPA’S WaterSense and ENERGY STAR programs,” Shelton said.nnnnFor more information, visit www.wastingwaterisweird.comnnAbout Shelton GroupnShelton Group is an advertising agency located in Knoxville, Tennessee, focused exclusively on bringing sustainability to the mass market. The agency partners with world-class organizations including Toshiba LED Lighting Division, Lowe’s, Georgia-Pacific, and First Energy to develop and implement sustainability marketing campaigns that drive change and drive results. For more information, visit www.sheltongrp.com.Mittie Rooney 301-229-1618 Contact Mittie via email
Union’s Tim Thornton-Allan Edits Santa’s ‘Naughty List’ for Toyota
We may not get a second chance to make a first impression, but when the opportunity presents itself to right our wrongs in time for Christmas, we should seize the moment. In a new holiday spot for Toyota, a little boy realizes he is probably on Santa’s “Naughty List” and resolves to do something about it. The spot was created via Conill Advertising, produced by MJZ, directed by Fredrik Bond, and edited by Tim Thornton-Allan of Union Editorial/Los Angeles and Marshall Street Editors/London. Watching a program on his iPad in the back seat of his dad’s Toyota Tundra, our young protagonist receives a warning: “If you’ve been naughty, Santa won’t bring you any presents.” The lad wastes no time: “Papa! Turn back!” he commands. Father and son proceed to make the rounds, stopping at school, the neighbors, and elsewhere around the neighborhood, to set things right and deliver apologies. The boy even goes so far as to make amends with his little sister - returning the head of a favorite doll. The child’s restitution has the desired effect, and on Christmas morning, he receives exactly the gift he’d asked for. Judging by what he does next, he may have his work cut out for him next year, but we can all just take things one “Naughty List” at a time. Read More