Don't Move A Mussel Case Study

What We Did

Creative Campaign, Video Development, Marketing, Media Planning/Buying, Digital, Web Development

The Client

The Okanagan Basin Water Board (OBWB) is a regional agency dedicated to sustainable water management in the Okanagan Valley. Among its key initiatives is Don’t Move a Mussel (DMM), a program aimed at preventing the spread of invasive zebra and quagga mussels. By combining education, outreach, and advocacy, the DMM program reflects OBWB’s commitment to protecting the region’s water resources and ecosystems from significant environmental and economic threats.

The Project

The Don’t Move a Mussel (DMM) campaign is an initiative aimed at protecting Okanagan waters from invasive zebra and quagga mussels. The campaign, developed by Habit, seeks to raise awareness about the risks of aquatic invasive species (AIS) spread through watercraft and improperly disposed aquarium plants and mosses. By emphasizing the personal and collective consequences of these invasions, the goal is to inspire proactive behaviors and encourage prevention efforts among residents and visitors.

The campaign focuses on educating the community about the impact of invasive mussels on the environment, economy, and recreation, and promotes simple prevention methods like the “clean, drain, dry” approach. It encourages individuals to inspect watercraft and gear and become ambassadors for the cause, spreading awareness and increasing compliance with preventive actions. Through fresh communication strategies and creative, DMM aims to drive collective action and ensure the protection of Okanagan's water resources.

Goal

To protect Okanagan waters from invasive zebra and quagga mussels by raising awareness, inspiring action, and fostering advocacy among residents and visitors. The campaign seeks to increase awareness of invasive species risks, promote preventive behaviors such as “clean, drain, dry,” and engage the community through creative and educational outreach. By driving website traffic, boosting awareness metrics, and encouraging partnerships, DMM aims to empower individuals to take proactive steps in protecting the region’s water resources while enhancing the reputation of the Okanagan Basin Water Board as a trusted leader in water stewardship.

Campaign Creative

The "Share Memories, Not Mussels" creative concept for the "Don't Move a Mussel" campaign centers on fostering emotional connections to the natural beauty of Okanagan landscapes. Inspired by the phrase "take only photos, leave only footprints," this concept emphasizes the importance of protecting these cherished locations from invasive mussels. By integrating imagery of mobile phones, it encourages social media engagement, prompting individuals to capture and share photos under the message “this is what I’m protecting.” By transforming participants into ambassadors for environmental stewardship, the campaign personalizes conservation efforts, making the message both resonant and actionable.

Video

The "Share Memories, Not Mussels" campaign features three impactful videos highlighting the threat of invasive mussels to the Okanagan. The first video showcases the region’s scenic attractions, using before-and-after visuals to emphasize how mussels could devastate tourism and the local economy. The second video highlights the vital role of clean water for residents, agriculture, and ecosystems, stressing the far-reaching consequences of infestations and the high cost of cleanup. The third, an animated guide, educates viewers on prevention methods like the clean, drain, dry technique and the importance of inspection stations, empowering everyone to protect the Okanagan’s natural beauty and resources.

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Marketing

For the 2024 campaign, we implemented a multifaceted marketing strategy targeting Okanagan residents, business owners, water recreation enthusiasts, and tourists. Efforts included updates to the campaign’s website to streamline user experience and reinforce educational messaging, as well as targeted online advertising through social media, YouTube, display ads, and Google search. Organic social media content and sponsored posts further amplified the message using compelling visuals and consumable video segments.

The campaign also utilized traditional media, including billboards at strategic locations, radio advertisements, and press releases distributed across multiple provinces to raise awareness. Partner engagement played a crucial role, with updated educational materials provided to marinas, tourism centers, and aquariums. By combining creative content, community partnerships, and diverse marketing channels, the campaign aimed to inspire action and educate audiences on protecting Okanagan waters from invasive mussels.

The Results

The 2024 Don’t Move a Mussel (DMM) campaign successfully generated over 1.3 million impressions across all platforms, driving 9,315 click-throughs and 2,144 meaningful conversions. The updated creative received positive feedback, while engaging content marketing sparked strong audience interaction and maintained a prominent presence in the market. Through this campaign, Habit reinforced its commitment to protecting the Okanagan by raising awareness and inspiring action to keep its waters mussel-free for years to come.

Creative

Video

Marketing

Web