California Water Foundation

Leveraging creative horse-, make that camel-power, to help make history.

How do you capture the attention of decision-makers in a high intensity legislative debate?  Working as part of a CWF team led by Sacramento- and Washington D.C-based Forward Observer, the answer was to create a visual metaphor to depict how the lack of water would permanently change California.  Delivered as mini-flags to legislators and media, and supported by print and banner advertising, as well as earned media promotion from Edelman, the concept promptly went viral, appearing on MSNBC, CBS, and FOX.  Based on that success, the camel flag was again unfurled to help educate the public about the upcoming state water bond—yielding way-above-industry-standard click-through rates that we’ll be happy to detail if asked.