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Fresno Metropolitan Flood Control District

Preventing pollution in the stormwater drainage system in the Fresno and Clovis area since 1956, the Flood Control District was ready to start fresh with a new outreach campaign when they teamed up with Archer & Hound. With a long-standing, recognizable tagline and an otherwise clean slate, we were given the green light to let our creative sides go crazy.

Stormwater pollution prevention may not be an inherently exciting topic to the public, but it is incredibly important for our area, so this campaign needed to be as impactful as it was memorable. Our stormwater drainage system can be complicated to understand, as well. Our audience needed to understand this system, so they could make the direct connection between stormwater pollution and the harm it causes the community.

When stormwater is polluted, contaminates can end up in the water we use on a daily basis. We began by brainstorming how to convey compelling messages of that fact: people are giving this water to their pets, their children, and themselves in the form of everyday actions, like pouring cups of coffee, boiling pasta, and giving water to the dog. We used visually jarring metaphors to build our entire campaign around the visceral impact of polluting the water that is so essential for life in the Central Valley. Our team developed digital ads, bus ads, basin banners, social media ads, and videos in three languages to deliver our message to the Central Valley.

Client:
Fresno Metropolitan Flood Control District
Year :

2017-2021

Category:
Municipal

Multi-Cultural Messaging

This creative was adapted in three languages on Social Media
to deliver our message to the Central Valley.

Multi-Cultural Inclusivity

This creative was adapted in three languages on Social Media
to deliver our message to the Central Valley.
Hindi-language Facebook social media ad for the Fresno Metropolitan Flood Control District with a graphic showing that whatever trash goes down storm drains may end up in drinking water
Facebook social media ad for the Fresno Metropolitan Flood Control District with a graphic showing that whatever trash goes down storm drains may end up in drinking water
Spanish-language Facebook social media ad for the Fresno Metropolitan Flood Control District with a graphic showing that whatever trash goes down storm drains may end up in drinking water
Banner with a cutout showing a ponding basin, noting how "This" (paint), leads here (the cutout), which could end up here. (a glass of water)"
Graphic by the Fresno Metropolitan Flood Control District with an arrow pointed down and angling right, to trash, including a water bottle, soda bottle, aluminum can, paper trash, and cigarettes
Graphic by the Fresno Metropolitan Flood Control District with an arrow pointed right and angling down into a Fresno-area storm drain
Graphic by the Fresno Metropolitan Flood Control District with an arrow pointed right and angling up into a photo of a Fresno-area ponding basin
Graphic by the Fresno Metropolitan Flood Control District with an arrow pointed right and angling down into a glass of water

Community Influencers

Facebook social post screenshot of the Fresno Chaffee Zoo reminding the public about keeping pollutants out of storm drains and stormwater basins to avoid harming wildlife
Facebook social post screenshot of Fresno City Councilmember Nelson Esparza reminding the public about keeping pollutants out of storm drains and stormwater basins
FresYes.com story screenshot highlighting "5 Easy Ways We Can Help Protect Fresno's Water"
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