Relevance: hyperlocal | digital media | small budget

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CHALLENGE:

California and the entire Western United States are facing a significant drought in the wake of one the driest periods ever on record. 

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THE INSIGHT:

Latinos in CA have not been engaged on this issue and can make a tremendous difference as water issues touch them in multiple ways.  When California experiences a drought, the Latino community is more likely to experience loss of jobs and health issues than other communities. When crops can’t be watered, they can’t be harvested causing both job loss and food scarcity. Second, much of the state’s rural communities do not have reliable access to clean water and rely on wells that are susceptible to dry conditions.Lastly, when the land dries out more particulate matter circulates in the air, which can lead to respiratory problems.  

SOLUTION:

We need to rally this audience that can be a true advocate for water conservation.  In fact, the Latino community has a long history of environmental action, oftentimes born of necessity. And in California, where almost 40% of the population is Latino, the average carbon footprint is nearly 50% less than the average American’s. Through a combination of influencer and earned media partnerships, along with reminder/tip information through more traditional and social media channels, we can inspire the Latino audience in CA to take action on water conservation.    ‍

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Creative Work:

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