Case Study: City of San Diego reduces beach and bay closures with Loma Media's Think Blue campaign

City of San Diego cuts beach and bay closures with Loma Media

The City of San Diego faced significant beach and bay closures due to stormwater pollution and engaged vendor Loma Media to design a memorable creative campaign to alert the public and change contributing behaviors. The challenge was to efficiently communicate how pollutants travel through stormwater systems into local waterways.

Loma Media developed the award-winning "Fowl Water" campaign, a bold and visually-driven concept that transformed images of ugly waste into rubber duckies. This bilingual approach included broadcast, online video, radio, print, and digital executions. The campaign was an unqualified success, resulting in a massive reduction in beach and bay closures over its initial three-year period. The program proved so effective that the EPA adopted it as its national model, and Loma Media's creative vision has since been used in statewide campaigns for other regions.

City of San Diego