Roles & Responsibilities
Project Oversight:
Serena Remy, VP Marketing & Communications
Art Direction, Design & Photography
Stefanie Carson
Communication Strategy:
Tyson Hill & Kalia Pang
Content Support:
Logan Newman, Leah Goldberg, Jessica Daley
Digital Marketing Strategy:
Jessica Daley
The DRip campaign
Executive Summary
In response to misleading national media coverage about Arizona's water situation, the Greater Phoenix Economic Council (GPEC) launched "The DRIP" social media campaign on April 27, 2023, using the hashtag #AZWaterFacts to share accurate updates.
Leveraging its expertise in marketing, research, and collaboration, GPEC presented easy-to-understand water facts. So far, 80 posts have been shared, reaching over 2.3 million people with a 6.99% engagement rate, sparking interest and discussion about the region's water future.
By the Numbers
The campaign uses facts and data to debunk myths and highlight Arizona’s significant progress in water security and availability, building trust and confidence in how the state manages its most vital resource.
80
Designed Graphics
2.3M+
Social Impressions
6.99%
Engagement Rate
Project Timeline
February 2023
March 2023
June 2023
Logo Design
The strategy behind designing the campaign's logo was to reflect its core mission: countering misleading narratives about Arizona's water situation. The logo needed to be both simple and impactful, symbolizing clarity and trustworthiness. Just as the campaign aimed to present water facts in an easy-to-understand way, the logo was designed to be clean and straightforward, emphasizing transparency.
Designing the Graphics
I worked alongside our content specialist to develop and design over 80 custom graphics for "The DRIP" social media campaign. Together, we crafted visuals that simplified complex water data, making key facts easy to understand at a glance. Each graphic was carefully tailored to align with the campaign’s messaging, ensuring consistency across all social channels and boosting audience engagement.
Whitepaper Design
Next I needed to design a concise whitepaper as an additional resource to make the key water facts easily accessible to both internal and external audiences. The layout was crafted to be clear and visually engaging, ensuring that complex information was presented in a straightforward, digestible format. This tool helped further the campaign’s goal of providing accurate, accessible data to a wide range of stakeholders.
