Presentation Abstract

Skagit County has been working hard to get to the bottom of local water quality problems. After 8 years, we faced a problem: our messaging had gotten stale and our progress was...a little backed up. Using the theory of social marketing, the county worked with a consultant to develop a campaign with a sense of humor that leaves out the lectures and respects our residents’ limited time and money. The PoopSmart campaign channels everyone’s inner five year old, using poop jokes to encourage everyone to do their dooty to manage livestock, pet, and human waste better. The results? A measurable increase in voluntary septic system inspections, increased voluntary cooperation with the Conservation District, and regional media spreading the word (not the turd) about this important topic. Best of all? The campaign and all its materials are available for free to any organization that wants to pick it up!

Session Title

Getting more bang for your outreach buck: Ideas for communication strategies that build trust, personalize government, and get results

Conference Track

Communication & Outreach

Conference Name

Salish Sea Ecosystem Conference (2020 : Online)

Document Type

Event

SSEC Identifier

2020_abstractID_1054

Start Date

21-4-2020 9:00 AM

End Date

22-4-2020 4:45 PM

Geographic Coverage

Salish Sea (B.C. and Wash.)

Rights

Copying of this document in whole or in part is allowable only for scholarly purposes. It is understood, however, that any copying or publication of this document for commercial purposes, or for financial gain, shall not be allowed without the author's written permission.

Language

English

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Apr 21st, 9:00 AM Apr 22nd, 4:45 PM

Never underestimate a well-placed poop joke: Getting to the bottom of water quality problems with a fresh take on outreach

Skagit County has been working hard to get to the bottom of local water quality problems. After 8 years, we faced a problem: our messaging had gotten stale and our progress was...a little backed up. Using the theory of social marketing, the county worked with a consultant to develop a campaign with a sense of humor that leaves out the lectures and respects our residents’ limited time and money. The PoopSmart campaign channels everyone’s inner five year old, using poop jokes to encourage everyone to do their dooty to manage livestock, pet, and human waste better. The results? A measurable increase in voluntary septic system inspections, increased voluntary cooperation with the Conservation District, and regional media spreading the word (not the turd) about this important topic. Best of all? The campaign and all its materials are available for free to any organization that wants to pick it up!