"Why she chose us, and why you might want to too."

           

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Campaign!             

created or directed by Jana M. Suchy while Lakes Information and Education Specialist for the
Wisconsin Department of Natural Resources' Bureau of Water Resources Managemen (1989-1991)

poster | award-winning radio PSAs | Blue Lake Boogie (5.4MB) | TV PSA (QuickTime 1.3MB)

Radio spots won two ADDY Awards for public service announcements, 1990, Madison (Wis.) Advertising Federation.
Who'll read your slick 4-color brochure if it's summertime in a land of 15,000 lakes and everyone's at the beach or on the road listening to the radio? What began innocently as a series of six 30-second radio spots to enhance statewide awareness about lake issues eventually ballooned into an interconnected, multi-layered campaign using several media. Each component features the same set of messages in different forms designed to appeal to—and reach—people with different tastes, from different age groups, and with different technology or information-gathering preferences.

While packaging for the specific audience is key, your message will reach more people, more often, with repetition and overlap from different sources. It's true, you do get more bang for your buck with more than one medium, and a positive message gains a greater positive response. We like to call it the Park Here, Fish There approach instead of the usual No Parking, No Fishing.

A poster put our colorful message on walls all over, its backside full of useful tips and information about lakes and water quality (a separate fact sheet kept the same information handy with the poster mounted).
watercolor by Jim McEvoy

Centered around dual themes of loon calls or Got-the-blues-'cause-your-lake-is-green? blues tunes, our radio PSA series went out to 220 stations in Wisconsin and bordering areas. More than 70 stations responded on our mail-back survey cards that they gave the spots free airtime, reaching lots of folks 2 years in a row.

Blue Lake Boogie, an original song by Otis and the Alligators (Copyright © 1990) blazed a trail back when MTV was yet young. Reaching for a concept we coined "DNR MTV," this 30-sec. TV PSA stylistically intertwines music with nature's sounds and images to convey a message about nonpoint source pollution and lake water quality.

also included these same lake & water-quality tips as a series of articles carried in newspapers across the state, and as images in a slide show photographed, produced, & duplicated for use in all DNR regions statewide.

Showpieces (Pieces & Parts)