The Client
The Project
The Ripple Effect: Turning Small Actions Into Lasting Change
The Role
Client Relationship
Brand Management
Research & Discovery
Marketing Strategy
Building Creative Team
Campaign Identity
Creative Production
Event Planning & Coordination
Overview
Pasadena’s ability to adapt to climate change depended on everyday residents seeing themselves as part of the solution. Pasadena Water & Power knew people cared about their community and its natural resources, yet too many felt their individual actions wouldn’t have a significant impact. Pastilla bridges that gap with The Ripple Effect, a multi-year campaign identity that turned small daily choices into a citywide movement for climate adaptation.
Discovery Came First
Through surveys, interviews, focus groups, and pop-up events, we gathered input from more than 1,700 residents. They asked for simple education, transparent updates, and a story that showed how personal actions shape Pasadena’s water future.
The Ripple Effect pairs a clear strategy with an inclusive voice so every resident can see their role in protecting Pasadena’s water future.
Working Hand-in-Hand with the PWP Team
We crafted a phased rollout that carried the story forward with the community. Awareness sparked curiosity, curiosity turned into engagement, and engagement deepened into lasting action, each step meeting residents where they were and evolving alongside them.
The Campaign Became Part of the Community
Appearing in print ads, bill inserts, bus shelters, and even murals around town; it also showed up on signage, decals, hydration stations, and giveaway products, inviting residents to join the journey of the drop.
Every Ripple Starts with a Single Drop
Together, Pasadena’s community is proving that small actions add up to lasting impact.
The Results
1,700+ engaged. Omnichannel, bilingual reach. The Ripple Effect lives in signage, merch, events, and kids’ giveaways citywide.
