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Two recent segments from CBS news are worth highlighting. The first is the “60 Minutes” report on California’s drought and the toll it’s taking on the state and nation.

Second is a recent feature in the CBS News series “Where America Stands,” entitled, “America’s Dwindling Water Supply.” The article details some sobering facts including how the U.S.’s water use stacks up against the rest of the world. According to the article Americans average using 150 gallons of water per day with 30 gallons being used by 9 a.m. Compare that to the 40 gallons of water per day used in the U.K. and 13 gallons per day used in some of the worlds poorest countries and it seems we’ve got a lot of work to do.

The rest of the article points to how we got here and what we can do to make a difference. There’s even a link to the Water – Use It Wisely tips page as a resource for how to get started. While there is certainly an urgency to make a difference now, the good thing is there are plenty of easy ways to make a huge difference. Our job here is to help you understand that. But remember, no tip or resource works without your commitment. It doesn’t take much, just a little time and a little effort and we can turn this thing around in a hurry.

Let’s face it, none of us in conservation has the marketing budget of Budweiser.  Sure, beer is more fun than water.  But if you had your druthers on a desert island, which would you choose for survival?  Most of us would presumably choose water, unless of course you’re not long for this world and you want to go out like Homer Simpson.

In the “highly romantic,” and mostly underfunded, business of water conservation, we typically get one or two shots at our target markets with our messages.  All while competing in that mass shooting gallery of advertising.  So not only do we have to be great shots, we have to be smart.  That’s where environmental triggers come in.

Brothers Dan & Chip Heath, educators and “idea collectors,” wrote an incredible book on messaging called, “Made to Stick.”  This is an absolute must read for anyone in the business of persuasion – and let’s face it, we’re all in that business in one way or another.  The Heaths are also regular contributors to Fast Company magazine where I came across their article about environmental triggers.

It’s gratifying to note that, several years prior to their book, article and blog, the Water – Use It Wisely campaign was built solely on environmental triggers.  The creative came from an intuitive solution to how to make our message resonate in the every day habits of our water-using customers.  That means everyone.

The whole concept is based around unexpected, but highly effective water-saving devices. Like a toothbrush, for instance. It is a physical prompt that reminds you to turn off the water while you brush your teeth (a razor does the same for shaving). Another example is water-saving device #15, a broom. It begs the question, “How can a broom save me water?”  The answer, of course, is to use a broom instead of a hose to clean your driveway or sidewalk and save at least 80 gallons every time. We make your broom an environmental trigger; a tangible extension of our message that triggers conscious actions toward saving water every time you use it.

The campaign is all about presenting these “water-saving devices,” each with it’s own number to emphasize the main campaign theme: “There are a number of ways to save water, and they all start with you.” You, of course, being water-saving device #1.

In our on-going effort to give voice to water – YOUR voice, and to make your life easier in finding and activating relevant information on ways to produce effective messaging, we highly recommend the Made to Stick blog.

If you’re using triggers in your messaging, or you have seen a great example of them in another campaign, please share it with the water world by commenting below.

Valley Cities Join Forces

Ten cities have one message for you: low-water-use plants save water. The municipalities of Avondale, Chandler, Gilbert, Glendale, Goodyear, Mesa, Peoria, Phoenix, Scottsdale, and Tempe have banded together to provide an online guide to water conserving plants. The guide depicts plants that defy conventional expectations for drought tolerant plants.

The new, interactive resource is an extension of the popular booklet Landscape Plants for
the Arizona Desert, now in its third printing. Both the printed and online publications catalog
over 200 plants that are inviting and sustainable. All plants listed are on the Arizona Department
of Water Resources “Low Water Use Plant List,” devised to address water conservation needs in
Arizona.

The new, online guide displays plant specifics, full-color photos, and the ability to search
for plants for a variety of landscape situations; sun exposure, flower color, flower season, and
bird, butterfly or hummingbird attractors. “Many of these plants may not be familiar to home or
business owners,” recounts Steve Olson, Arizona Municipal Water Users Association Water
Executive Director. “The water conservation benefits of low-water-use plants are well-know.
Their beauty can come as a surprise.”

The guide features plants that thrive while creating a rich planting palette, colorful
displays, pest and disease resistance, minimal care, and convey a unique sense of place. These
desert hardy plants are well-suited to the salty water, sandy-clay soils, and temperature range that
define the Valley of the Sun.

Written by local experts, the publication offers low-water-use plants that are relevant to
the life style, aesthetic and water conservation considerations for our valley. The new online
guide and a listing of sources for the free printed booklet are available at www.amwua.org.