Challenges

Engage all community sectors in a proactive fashion through:

• Town halls, public forums, pulsing of 20 major leadership organizations and one-on-one contact with city leaders

• Reverse the long-held perception that we are on a "lake"

• Educate the public on how to conserve water

Solution

• Use television and other visual media up-front

• Develop extensive educational programs

• Develop incentive programs

• Utilize broad community outreach

• Continue public education on indoor/outdoor water conservation

• Enhance efforts by City of Albuquerque departments

Tactics

• Eight half-hour TV specials

• Albuquerque Journal tabloid/insert

• Seasonal radio and television public service announcements

• Red-yellow-green "drop" system to advise the public on when to water

• Four incentive programs:

  • Residential toilet rebate

  • Audit/retrofit program

  • Xeriscape incentive program

  • High-efficiency washing machine program
    

• Children's videos and educational materials

• Special events

• Workshops and seminars for professionals

• Form partnerships with business organizations

Results

• First-year water savings of approximately 6%

• By 1996, water savings had increased to 11%

• By 2000 (6 years into 10-year program) achievement of 23% against 30% goal

• Gallons per capita reduced from 250 in 1994 to 209 in 2000

Recognition

• Awards won from Albuquerque chapter of the American Advertising Federation, Public Relations Society of America, New Mexico Chapter and American Marketing Association