Local Agency Wins Big for Long Beach Water Department Conservation Campaign • Long Beach Post


Photos courtesy of ETA Agency.

It was a glamorous night for Long Beach-based creative firm ETA Agency, which took home two awards for their work on MissionH2OLB, a campaign for the Long Beach Water Department (LBWD) encouraging residents to conserve water.

Perhaps you’ve seen a billboard or bus ad around town telling you to turn off the water while you brush your teeth. Or maybe you heard local musicians Avi Buffalo, Bearcoon and Litronix in local movie theaters and online, asking you to take a one-song shower. You may have even seen work by Long Beach artist Jeff McMillan encouraging you to conserve our precious resources.

It was that campaign that was chosen for recognition by the 2016 American Advertising Awards, or ADDYs, presented Thursday evening at the Fonda Theatre in Hollywood.

ETA Agency Creative Director Mike Frey explained the agency was selected to win the bronze award for the Public Service Integrated Campaign and Integrated Branded Content Campaign categories based on the creativity involved in their multi-faceted efforts to engage the public in water conservation.


“It’s a campaign with multiple components—art, illustration—it utilizes the full range of media,” said Frey.

ETA won for its leveraging of the connections of the artistic and political community to create a call to action for Long Beach residents, which, as of January 2016, was credited in helping to keep the city on target with its water conservation goals.

Other elements of the campaign included encouraging residents to sign an online pledge to reduce water use throughout the city and expanding access to lawn-to-garden landscape makeover incentives and rebates.

“It feels great. It always feels great when something you worked hard on with a team… when someone recognizes the strength and merit of a campaign,” said Frey.

Other members of ETA Agency who were involved in the MissionH2OLB campaign include Director of Account Services Cassandra Popli, Associate Creative Director Niko Dahilig, Graphic Designer Mike Trow, Digital Associate Joshua Reed, and Account Executives Kyle Hiroto and Robin Palaganas.

ETA Agency, a full-service creative, branding and advertising firm located in downtown Long Beach, was founded in 2005 by president Cindy Allen. Allen, a former Long Beach Police officer, says she started the agency with the goal of serving “the people and organizations that make a difference in the Southern California business community.”

In addition to the ADDY, ETA has also won two awards from the California Association of Public Information Officials (CAPIO) for the MissionH2OLB campaign, and has been recognized by The One Club Creative Showcase, a prestigious design and advertising honor that recognizes the world’s best creative work, for their work with the Newport Beach Police Department, Long Beach’s Hotel Maya and Circle Audi, among others.

For more information about ETA Agency, click here. For information about the Long Beach Water Department, click here. To find out how you can help Long Beach meet its water conservation goals by joining MissionH2OLB, click here.

Disclaimer: ETA Agency is the Long Beach Post‘s parent company.

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