The ‘I Am’ campaign was a bold marketing campaign developed to educate San Franciscans about the aging sewer system by creating a voice and messaging for the sewer system. The campaign utilized outdoor advertising throughout San Francisco, including interior and exterior of buses. It also featured placements in both mainstream and community newspapers, with a focus on ethnic and neighborhood outlets.
The ads were translated in both Chinese and Spanish. Direct mail pieces were developed to targeted each community through public outreach and special events. Promotional material items were made to be given out during public meetings and social media contests. This campaign received the PRSA Silver Anvil award for Reputation and Brand Management.