The City of Santa Monica’s Office of Sustainability and the Environment partnered with Cook + Schmid to run a Water Efficiency Campaign to reach the city’s goal of becoming 100 percent water self-sufficient by 2020. The objective was to identify the behavior that would achieve the greatest water savings, reduce the barriers to action, and achieve results. Cook + Schmid conducted surveys and focus groups with Santa Monica residents to understand effective conservation actions and challenges. Cook + Schmid’s research informed the development of strategies aimed at driving measurable water savings. The team created engaging branding and marketing materials, such as “Its Up to Us” logo, symbolizing the city’s water self-sufficiency goal. The materials included brochures, yard signs, and advertisements, all designed to inform the public. Significant outcomes included a 600% rise in landscape consultations, a 350% increase in website traffic, and a 43% boost in grass removal efforts, all of which contributed to the city’s efficiency goals.