THE CHALLENGE -- The City of San Diego allocated $200,000 annually for citywide storm drain pollution education. Traditionally, these efforts encouraged residents to report any hazardous environmental practices of those in the community. Unfortunately, over time the campaign failed to make any appreciable difference in resident habits themselves.

THE OPPORTUNITY -- A new assembly bill, AB-411 requires all counties & municipalities in California to conduct testing for a range of bacteria that result primarily from household & industrial waste run-off. This measure will soon be instituted, perhaps resulting in a 10% to 50% increase in beach closures, a significant threat to the region's economy & way of life.

THE SOLUTION -- Catalyst designed, sold & is now in the process of implementing the largest public environmental education program in our city's history. Following a thorough review of past campaign & budgets, Catalyst created & launched a partnership designed to attract financial, educational & outreach support from state & local organizations & corporations throughout the county.

THE PARTNERSHIP -- Catalyst secured financial support & input from San Diego County, the Port Authority & Caltrans, & over $ 1million in promotional & creative support from KGTV Channel 10, who have made the program one of its three community campaigns. Catalyst created a campaign name (now trademarked), "Think Blue," which has been adopted by all program partners as a single point of reference for all promotional activities, including phone referral "888-THINKBLUE," & website www.thinkblue.gov

ANALYSIS OF THE RESULT -- As a result of this partnership, an RFP request for the design & implementation of a $200,000 ad campaign has now become a $1.6 million environmental education partnership. Catalyst has recommended that the City use this intellectual property as a fundraising tool by marketing & sales to other municipalities nationally.