Debris in storm sewers can be a scary thing.
At least that’s the impression the Metropolitan St. Louis Sewer District wants to leave with its campaign to educate its residents about proper storm sewer care.
It features a scary clown inspired by the menacing character, Pennywise in the Stephen King novel It. King’s clown lived in a storm sewer. In the district’s campaign, “It’s a Sewer, Not a Trash Can,” the clown highlights the harm caused by throwing grass clippings, garbage, leaves and pet waste down the storm sewer. That includes higher utility bills.
The district serves some 1.3 million residents in more than 520 square miles. Its sewer system is the fourth largest in the United States. The district operates seven wastewater treatment plants that process 350 mgd, mainly through the two largest plants, Bissell Point and Lemay.
Send in the clown
Sean Stone, senior public affairs specialist and creator of the campaign, says the program existed on paper a few years before its launch; the team wanted to release it at the right time, to tie in with the Halloween season.
Four creative public service announcements let the residents know what they were doing that would harm the sewer system. “Because we have such a large service area and sewer system infrastructure, we needed the public’s help in keeping our storm drains clear of debris,” Stone says.
The four PSAs featuring the clown, a website, social media and YouTube shorts enhance the message. The program was executed in-house, except for a microsite and some production help for the PSAs from Spot Content Studios.
Brad Millaway, a maintenance mechanic from one of the treatment plants, played the role of the clown. “He sat in the storm sewer all day to film the PSAs,” says Stone. “We like to involve our team members as much as possible because then they have ownership, too.”
Feedback and metrics
The campaign captured 750,000 views on YouTube and streaming ads, and 98.8% of those who viewed the videos watched them in their entirety. The clown costume has been displayed at community events such as Earth Day and Halloween observance.
The campaign earned the district a National Environmental Achievement Award from the National Association of Clean Water Agencies in the public information and education e-media category.
Stone says, “A campaign like this doesn’t happen unless your organization is forward thinking and absolutely committed to its mission of public health, safety and the environment.”
Continue reading for free
