How San Francisco’s suggestive water conservation campaign succeeded

One viral promotional phenomenon this summer involved people dumping cold water over their heads. Another successful campaign asked people keep that water in the bucket. As the state of California endures a severe drought, the city of San Francisco has decided to take a different approach to promote conservation, using the old ad motto “sex sells,” with a twist. And it’s working.

Since the campaign started in June, suggestive, cheeky ads with highlighted phrases such as “jiggle it,” “dirty hands,” and “quickie” have been plastered around San Francisco and broadcast on local TV and radio, urging its city dwellers to save water, with a splash of fun.