• by Larissa Faw , July 15, 2015

Actor Tom Selleck is just one of the latest targets to be attacked across social media via #droughtshaming that aims to expose California's water wasters. In fact, 66% of California residents resent their neighbor's water use in maintaining their lawns, according to the Public Policy Institute of California.

And while California's drought is a serious issue that demands attention, ad agency Campbell Ewald wants to stop this negativity and shame and instead encourage people to start positive conversations on energy use and to help their neighbors save water. 

Says Chris Marchegiani, Associate Planning Director at Campbell Ewald:  "We want to inspire Californians to constructively share water and energy saving tips with friends, family and neighbors, rather than just stare or ‘drought shame’ them.”  

This month, the ad agency is drawing upon state pride to advocate for Energy Upgrade California - a statewide initiative that encourages Californians to take action to save energy and conserve natural resources - across TV, radio, digital, outdoor advertising as well retail and social media marketing. 

The concept introduces the California State Bear as the campaign's spokesperson and relies on humor and advocacy to teach residents about responsible water usage. In many of the campaign elements, the animatronic costumed “Bear” is seen staring, as many Californians do when they see people wasting water/energy. However, “Bear” wants to encourage people to do more than just stare or shake their heads when they see water/energy being wasted. Hence, the campaign states: “Don’t just stare. Talk to your neighbors about saving water and energy.” and “Avoid the Bear Stare” with the use of the #BearStare hashtag.

"Bear loves California and knows that Energy Upgrade California can help everyone play their part in protecting the way of life we love, or as he would say, to 'Stay Golden,'" says  Marchegiani. "He wants residents to achieve the water and energy goals set forth by the State, but also knows about individual benefits to ‘Staying Golden’, like saving money on water and energy bills and a more comfortable home.” 

Another initiative is the Bear Stare Game that allows people to test out their staring skills. Utilizing face tracking technology, the online game activates users’ built-in computer cameras and reads facial expressions to detect whether a steady stare in enacted. The game ends when users either break their stare (by blinking, laughing or moving) or outlast the timer. In addition, users can upload their stare to the gallery and to their social media accounts.

Offline components include stencils in highly-trafficked urban areas - including driveways, walkways, sidewalks outside bars and restaurants that are likely to get regularly hosed down - with a special non-toxic biodegradable hydrophobic coating that only becomes visible on pavement when it gets wet. When wet these stencils will say, “When we’re out of water and energy, we’re hosed.” or “This rain won’t end the drought. Save water & energy.”

Also the "Bear" appears in TV and online spots including one where he stares down a neighbor hosing down his driveway. The ad ends with the message, "Stay Golden, California." There is also an educational video titled Whiteboard where “Bear” draws an animated version of himself, along with simple, easy-to-understand graphics that demonstrate the real world connection between water and energy.  

Energy Upgrade California is the state's umbrella organization for energy management advocacy. In 2013, the brand transitioned from its former role as the brand for all state energy programs to become a comprehensive energy brand for residential consumers. Last year, the organization also expanded to reach small businesses. In 2014, Energy Upgrade California spent $20.6 million to raise awareness, including $9.94 million on advertising, $993,300 on earned and social media, $2.3 million on co-op marketing, $1.5 million on website and digital marketing, $2.3 on mobile outreach and education, $1.97 million on strategic partnerships and sponsorships, and $1.66 million on community-based social marketing, according to its financial records.  

Campbell Ewald was named Energy Upgrade California’s agency of record in March 2014 after a formal review.