Making a splash: the clean water campaign from grassroots to mass media
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The Clean Water Campaign, a cooperative effort spearheaded by local governments, was designed to consolidate efforts of local governments to raise awareness of stormwater pollution and provide solutions to prevent water pollution. Through a public awareness campaign consisting of grassroots endeavors and a mass media campaign, the Clean Water Campaign has successfully reached millions of residents in metro Atlanta through the cooperation of local governments, partnering organizations and various media outlets with information about the protection of water resources. Also important has been the involvement of businesses within the region, using the resources of partners to leverage additional exposure of Campaign programs. Annual polling has shown an increased level of awareness and interest in water quality and water pollution prevention, thus demonstrating the effectiveness of the Campaign’s initiatives. Messages and efforts are working. Learning about the programs, measures taken and strategies for reaching a large audience through such an effort can assist other local governments to develop similar programs in their communities.