Write as Rain is an innovative sidewalk messaging campaign that used an eco-friendly hydrophobic spray to place hidden messages on sidewalks and streetscapes that became visible only when wet. The first stage covered 57 locations with 12 distinct messages such as: “Your River Starts Here, Keep It Clean,” and “No Such Thing as a Little Litter.” and carried the hashtag #askHRgreen. The second stage targeted younger audiences and hit 79 new locations around schools and rec centers with messages like “I Pledge Only Rain Down the Drain” and “I Won’t Add Wipes to Our Pipes”. The program stood out for its great social marketing model that engaged multiple audiences in unique and unexpected ways. The program also did a good job of tracking engagement and reach.
To read the full project narrative and view more photos, visit the project folder in our Google Drive!