East Bay Municipal Utility District

For the second consecutive year, the East Bay Municipal Utility District (EBMUD) published “Watershed to Bay,” a 12-page insert in the East Bay Express with a printed run of 35,000 papers distributed at 950 locations in the San Francisco Bay Area. The “Watershed to Bay” insert is a visually engaging publication that offers an overview of the services that EBMUD provides and shares volunteer opportunities and pollution prevention tips that readers can implement in their daily lives. The pollution prevention messages were carefully crafted to positively promote behavior change on three important pollution prevention topics: pharmaceutical take back, wipes clog pipes, and fats, oils and grease (FOG) disposal. Each pollution prevention message uses a testimonial approach to encourage customers to change behaviors. These ads featured EBMUD employees who reflect the East Bay’s diverse demographics. Matching bus and billboard advertising were created and posted throughout the wastewater service area.