Project: YardSmart |
Unique in North America, YardSmart is an integrated environmental communications and education outdoor water management program that strategically targets both water consumption and stormwater issues under the same brand. YardSmart encourages citizens to make significant changes to their yard to reduce water consumption and improve the stormwater quality leaving their properties. Communication solutions included an integrated marketing and education campaign supported by a robust mass media campaign, celebrity spokesperson, community partners to build program capacity, and a game-changing community-based social marketing program called YardSmart Neighbourhoods. It united neighbours for workshops, hands-on garden makeovers, rain barrel sales, neighbourhood and riverbank walkabouts, and other community-building events. The results were overwhelmingly strong within the first season. Survey results showed that The City was positioned within the public eye as a water conservation leader. Residents and associations alike sought out YardSmart information, and The City was approached for educational materials and workshops. Residents signed waiting lists to participate in YardSmart Neighbourhoods, and program participants reported that they felt more confident about making yard changes and had improved understanding of their connection to the river. (Image courtesy City of Calgary)
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