Facing serious drought conditions for the third straight year, Santa Clara Valley Water District turned to the Hive for an advertising campaign to convince residents to immediately reduce their water consumption by 15 percent. Our first step was to do the math. Fifteen percent isn’t easy to visualize, but by our count, if every resident saved 20 gallons a day, we’d reach the 15 percent goal. At its core, our campaign delivered tried-and-true water-saving tips but with an important twist—we assigned quantities of how much water could be saved with each action. Giving residents a clear idea of what they needed to do to reach their personal 20-gallon savings goal was an important part of our communication strategy. We chose an optimistic and empowering and “Together We Can!” tone reminiscent of 1930s and '40s WWII and WPA (Works Progress Administration) posters. We translated the work into Spanish and oversaw the translation, into Mandarin Chinese and Vietnamese. From strategy to the first wave of executions, the entire campaign was completed in just six weeks! The campaign started running in May 2009, and by fall 2009, Santa Clara County had achieved a 19 percent reduction in water consumption.