Pet waste isn’t just a nuisance—it’s an environmental and public health hazard. When left on the ground, bacteria in dog waste can be washed into storm drains and into our streams, creeks, and ocean. San Mateo County’s Sustainability Department brought us in to address these environmental issues through a campaign promoting better pet waste habits.

We kicked off the campaign work with a focused dive into the problem, the target audiences, and previous efforts. Most pet waste campaigns rely on rules or penalties with generic urban visuals, but the environmental impacts are rarely shared. We positioned pet waste management as an act of coastal stewardship. 

The tagline “Stop Water Poo-llution” is memorable and action-oriented, making the connection between pet waste and water protection. With the positioning in mind, we developed a campaign logo that emphasized the partnership between pet guardians and environmental protection. We defined a brand system including logo variations, fonts, and photo treatments to be used across the campaign. The final campaign feels community-driven rather than government-imposed, promoting meaningful action to protect waterways and marine life..

Agency: Good Stuff Partners