Overhaul and keep it small

Friends of the River message

As Communications Director for Friends of the River, California’s statewide river conservation group, I developed new messaging and delivery to reach a broader audience. FOR has a long history of successful fights to save rivers. It has an active group of volunteers. And the board decided it was time to reach an urban audience with the message that rivers are just as important to city dwellers as to farmers and whitewater rafters.

As one small piece of the new communications, I boiled 30 years of arguments against building new dams and for conserving water into a wallet-sized brochure. Following the rule of 3s, it sets out in simple terms three solutions for the state’s water crisis.

It begins with the eye-catching line: “California has enough water.” (And it really does too.)

OK, now you know another of my passions: water issues.

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