Protect Our Waters

When the Nestle Corporation tried to build (what was to be) the nation’s largest bottled water plant in McCloud California, grassroots organizations banded together to protect the ecological, cultural and economic integrity of Mt. Shasta’s unique headwater areas for future generations. SmartMeme Studios developed the name and brand identity for this new coalition: Protect Our Waters. The identity was built around our signature story-based strategy approach that identified the need to reach and encompass the ranching community as one key component for victory. SmartMeme Studios has helped build the brand of this important community-based struggle against water privatization with alliance-building messaging, communications strategy, and hard-hitting advertising. Nestle felt the community pressure and scaled back the project, then finally announced they would leave for good in 2009, ensuring the protection of the watershed.