We were selected as the creative agency tasked with producing a public awareness campaign that could be used across these multiple environmental initiatives.
To start the research, the LFUCG team conducted survey research that we used to inform our campaign messaging. Key takeaways from the surveys were that 85+ percent believe improving environment is high priority for them, 89 percent say making Lexington a better place is high priority.
However, only two thirds said most people pick up after pets and knowledge about stormwater treatment is low with 16 percent certain, 22 percent no or uncertain and 33 percent not sure at all. Knowledge about watershed was also low with 78 percent responding no or uncertain to the question about if they live in one. Fertilizer understanding was low with 38 percent reporting they over fertilize and a low knowledge base on phosphorous.