Stormwater SmA2rt Campaign
Hahn Public was hired to highlight how the city was successfully managing stormwater runoff and what residents could do to improve water quality.
Our team conducted resident research, focus groups and a message workshop with key stakeholders and city leaders. This background information provided insights that led to the creation of a campaign called Stormwater SmA2rt, with the A2 substituting for the city’s name. Stormwater SmA2rt showcased the smart things the city was doing to protect the regional water system and asked residents think about what they could do to support clean water in the Huron River basin.
The Hahn Public creative team designed a series of brand assets including logos, animations, posters and both transit ads and digital/social content for the stormwater campaign to educate the public on facts like:
An average of 57 inches of annual snow falls on Ann Arbor every year — and 15,000 storm drains help steer it in the right direction once it melts.
An average of 38 inches of annual rain is diverted into the city’s 70 rain gardens.
541 miles of catchment infrastructure — from pipelines to channels — are engineered to keep Ann Arbor from flooding.
The city’s campaign garnered over 46,000 social impressions, 750 engagements and over 10,000 video views in three months. Customer awareness and understanding of local stormwater issues increased substantially as measured through qualitative feedback, and positive news coverage demonstrated a shift in public attitudes. This campaign shows how even with a limited budget and in a limited amount of time, public awareness can lead to public understanding and attitude change.