Mascots have the power to resonate with local communities, using emotion, humor and narrative to attract attention. Gigantic created Fred Frog and Izzy Egret to communicate the urban-creek-bay connection through simple, easy to understand narratives.
Understanding how urban and suburban communities contribute to stormwater pollution is complicated and often too “scientific” to gather widespread interest. To communicate the importance of watershed health, Clean Water Program had lots of fact sheets, event booths and ads, and provided community grants and school programs; but they wanted to create a promotional campaign that would result in high level understanding of and support for water pollution prevention programs.
- Campaign Design & Implementation
- Concept Development
- Digital & Social Media
- Mascot Development
- Media Buy
- Video Script & Production
APPROACHGigantic proposed using mascots to act out the the lived experience of pollution impacts by wildlife. We presented the Public Education Subcommittee with mascot character options, eventually settling on two local species: the red-legged frog and snowy egret. Our team included a playwright and puppet professionals, and together we developed the look, voice and characteristics of each mascot. The three videos were promoted over a two-year period and addressed litter, car washing, and surface washing/hosing for a residential audience. By clearly showing harm to wildlife and vividly illustrating how storm drains empty into creeks, Fred Frog and Izzy Egret quickly communicated how everyday actions can end up polluting our water.
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Each video was promoted with a media buy and supported with social media, digital ads, e-blasts and a County Fair exhibit booth. Litter Hurts, the first video, was also promoted on Comcast Cable and outdoor. The latest promotion (Sweep, Don’t Hose) generated many positive comments, doing particularly well on Instagram, (over 3300 likes) including one woman who reported that the video helped her to remember to sweep up her driveway after a construction project. The videos have been viewed on YouTube over 410,000 times combined. The social media promotions also provided us with informative feedback from residents, highlighting questions, comments that have helped inform future outreach.