This non-profit environmental organization is dear to our hearts. The focus of this TV spot was in response to a road building project that was to cross the drinking water supply of Mobile, AL 13 times. Poor practices resulted in the water supply being threatened. The organization needed increased public awareness of the issue but also needed to assure the residents that they were not against development or progress. Mobile Baykeeper simply wanted it done using best practices.
The :30 spot was scripted to use the very thing that makes the Mobile area attractive to business and tourism; our water-oriented lifestyle and friendly people. By graphically showing the water as pure, then muddy, then returning to pure we showed there was a fix for the issue.
After the legal dust settled and the campaign had run, the road builders has adjusted their practices to the levels requested.