METRO Healthy Lawns

Metro asked us to design a test campaign to decrease (if not eliminate) the use of pesticides and other toxic chemicals in Washington and Clackamas County yards. Our solution was to focus the message away from hot-button terms and squarely on health: your family, your lawn. Then, we designed and contributed copy to an array of outreach – making the most of the campaign’s limited budget – across direct mail, print and web advertising in targeted local media, as well as in-person communications with Metro Master Gardeners at local garden centers and other classes. The goal was to encourage participants to sign the Metro Healthy Lawn Pledge online on Metro’s website, and even with the small budget and a launch in mid-summer (at the tail end of lawn season), the campaign performed beyond Metro’s expectations.

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