THE WATER IS MISSING.

As Climate Change becomes more and more omnipresent, Denver was experiencing its first major drought in 13 years.

In fact, this year’s snowpack was the lowest since record keeping began in 1987.

We needed to encourage people to once again, cut back their water use and make conservation feel shared and actionable without panic or shaming.

Since its inception in 2013, Denver Water’s award-winning “Use Only What You Need.” drought messaging has become a recognizable Call To Action for Colorado residents, and previously resulted

in a 21% decrease in the City’s per person water usage in just 3 months, and a 35% decrease over a 10-year period.

So we brought this rallying cry back in a new way, reminding residents of the growing scarcity of a precious resource.