We Clean Water Campaign
Metropolitan Wastewater Management Commission
FPW Media partnered with the Metropolitan Wastewater Management Commission (MWMC), the regional wastewater treatment provider for the Eugene–Springfield metro area, to design and execute a high-impact public education campaign aimed at changing wastewater disposal behaviors. With a focus on preventing pollution caused by fats, oils, grease (FOG), and wipes, FPW developed the “We Clean Water” campaign—a multi-channel initiative crafted to increase public awareness, encourage proper disposal habits, and align with MWMC’s long-term environmental stewardship goals.
THE SCOPE
- Campaign Strategy & Messaging Development
- Initiative Scoping & Communication Planning
- Concept Development & Copywriting
- Public Engagement & Media Partnership Facilitation
- Digital & Social Media Strategy
- Paid Media Management (CTV, streaming audio, programmatic display, paid social, digital and traditional billboards)
- Ongoing Optimization & Performance Reporting
TECHNICAL SCOPE
- Strategic Planning: Crafted a behavior-change strategy informed by audience insights, identifying the most effective digital and out-of-home channels to reach Lane County residents.
- Media Deployment: Launched a multi-platform campaign including CTV, streaming audio, programmatic display ads, paid social media, and digital/traditional billboards. Managed audience targeting, messaging cadence, and channel integration to maximize reach and engagement.
- Performance Optimization: Tracked KPIs in real time, made in-flight adjustments, and provided detailed reports summarizing campaign performance, public response, and future recommendations.
UNIQUE ASPECTS
- FPW secured the domain wecleanwater.org during the bidding process, providing a memorable campaign hub that unified all creative executions and improved cross-channel tracking.
- The campaign earned national recognition, winning the National Environmental Achievement Award from the National Association of Clean Water Agencies (NACWA).
- Messaging cohesion across all placements created a consistent and recognizable presence in the community, strengthening MWMC’s role as a trusted environmental resource.
Services Used
THE RESULTS
- 490,000+ CTV and audio impressions; 97% video completion rate
- 2,344 programmatic display clicks at <$2.00 CPC
- 200,000+ social users reached; thousands of landing page visits
- 74% increase in MWMC website traffic
- 2.1 million billboard impressions; digital play rates exceeded guarantees by 132%
- Campaign validated by national environmental recognition
The FPW Difference
FPW Media is your fully integrated marketing partner. We make the impossible possible on a daily basis for our incredible clients. Our unique company structure allows us to perform all of our services in house with a critical eye for consistency and detail. From start to finish we are able to ensure the goals of our clients executed without compromise. If you can dream it, we can make it reality.