1. Trust the Tap Ida Rosenthal, Rose Fishman, & Ariana Wohlstattar Fall 2012

2. Background Americans spend $15B on bottled water annually o 75% ends up in landfills Bottled water is neither cleaner nor greener than tap water o 25% comes directly from a municipal water supply Recycling legislation and curbside programs

3. Campaign ScopeCampaign Purpose Reduce environmental waste Reduce the purchase and consumption of plastic water bottles within the United States. Campaign Focus Encourage consumers to limit buying plastic water bottles and to use reusable water bottles filled with tap water instead.

4. Situation analysis Strengths o Shared interest in the cause Weaknesses o Limited social marketing experience Opportunities o Similar successful campaigns o Potential partners o Money-saving technique Threats o Convenience of bottled water o Distrust of tap water

6. Primary & Secondary Target Audience Latino and African American Women with children ages 5-18 Men with children ages 5-18 (specifically single fathers raising kids), college students, young professionals with high interest in an active lifestyle, transportation workers (i.e., truck drivers), and labor workers doing strenuous activity for long periods of time

7. Behavior Objective To increase the consumption of tap water!

8. Barriers & Benefits to Behavior Change Convenience Stigma Taste Accountability Language Cheaper Regulated Convenience Carbon Footprint Fluoride

9. Research Methods Focus Groups Ethnographic Research Stand in surveys at grocery stores

10. Competition & Influential Others Bottled water companies Television Government Media

11. Positioning Statement We want Hispanic and African-American women with children between the ages of 5 and 18 to see drinking tap water as a healthy lifestyle choice and more important and beneficial than drinking bottled water.

12. Products, Costs & Place Products Tap water itself, water bottles, stickers, pens, iPhone app Costs Practically free! Cost in time and convenience Place Public transportation hubs, supermarkets, gyms, community centers, youth events, on-air & online

13. Budget Purchasing the water bottles Public transportation and billboard ads POP display in supermarkets Media buy iPhone app Most expensive Least Expensive

14. Promotion Recommendations "Trust the Tap" 2 Goals = 2 Phases o Attitudinal  Public transportation  Media buy  Community events  Website o Behavioral  Community events  POP display  iPhone app

15. Evaluation Water bottles distributed Mobile "check-ins” Ad recall Easiest Hardest

16. Questions?