This session will dive into building effective campaigns that resonate and produce measurable results. Using the Sacramento Suburban Water District’s (SSWD) innovative “Leakbusters” campaign as a case study, attendees will learn how humor, creative touchpoints, and data-driven strategies can inspire people to take action—in this case, to find and fix household leaks. The challenge of household water leaks, which can waste thousands of gallons a year, provides a unique backdrop for this approach. The SSWD team combined a humorous, award-winning “Leakbusters” video—shot entirely on a smartphone using techniques learned at a CAPIO conference—with a multi-channel outreach strategy that included unique leak-busting characters (the Leak Brothers) in a serial comic strip in bill inserts, personalized phone calls and emails to customers based on Advanced Metering Infrastructure (AMI) data, social media outreach, and targeted digital advertising. This campaign led to a 39% increase in leak investigation requests and identified millions of gallons of lost water.