The Freshwater Trust is an action-oriented non-profit that restores rivers and streams throughout Oregon.
Our team was challenged to create a campaign that targets a younger demographic than their current advertisements targeted. Freshwater wanted this campaign to use the idea of being a “water hugger” (as opposed to a “tree hugger”).
A humorous and somewhat exaggerated approach was taken to convey the real sense of need for our fresh water sources. We created a simple tag line “Hug it Out” and, using a subscript, we combined the elemental symbol of water, H2O, with this line. We combined the act of hugging with objects which required water to be used.