• To develop a Spanish language campaign that would educate Hispanics regarding the protection of Texas’s water resources
  
• Position water conservation as an easily adoptable behavior
  
  

Solutions

• Personalized the campaign by using a common Spanish language phrase
  
• Used humor to simplify a complex issue and engage audience
  
• Developed a spokesperson that resonated with the audience
  

Results

• Created the first-ever Spanish-language specific water conservation campaign with State funds
  
• 16 municipalities adopted the campaign in the Rio Grande Valley