TEXAS WATER DEVELOPMENT BOARD
Tapping into Texas identity.
For Texas, water is the defining challenge of our time. With unprecedented population growth, sustained drought and aging infrastructure, demand for our drinking water is outpacing our supply.
It’s why in 2025 Texas dedicated $20B to the Texas Water Fund and in 2026, for the first time in history, launched a statewide water awareness campaign. This multi-year, multi-million dollar campaign is from the Texas Water Development Board, the state agency planning the future of water in Texas, and was created in partnership with Texas Water Foundation, the state’s leading water nonprofit. Its goal is to inspire Texans to care about their drinking water and the infrastructure it takes to get it to them. But that isn’t something most Texans have ever really had to think about.
A statewide survey revealed only 5% of Texans know where their water comes from and less than 1% could answer basic questions about their water use. Texas’s water sources and the systems that deliver it to their faucets are largely invisible. Texas water didn’t just need a campaign. It needed an identity. This Is Texas Water is a way to brand the state’s drinking water and show how it’s connected to everything Texans love about Texas.
SERVICES
Blitz
Research & Surveys
Strategy
Campaign Positioning
Film
Social
OOH
Activation
Website
INTRODUCING TEXANS TO THEIR WATER
The campaign centers around a film that spans a single day in Texas and celebrates the many ways Texans all across the state interact with water, from the epic to the everyday. Featuring the song “You’ll Lose A Good Thing” by Texas blues legend Barbara Lynn, the film shows how water is connected to all the good things Texans love about the state – giving it an identity and elevating it from a generic commodity to a treasured resource.
FPO GIF of Billboards
OFFERING A DEEP DIVE
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FPO Website Scroll/Overview Video
WORKING WITH ICONIC TEXAS BRANDS
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FPO
“Lorem ipsum dolor sit amet consectetur adipiscing elit quisque faucibus ex sapien vitae pellentesque sem placerat in id cursus mi pretium tellus duis convallis tempus leo eu aenean sed diam urna tempor pulvinar vivamus fringilla.”
BRYAN McMATH, Executive Administrator, Texas Water Development Board
PEOPLE
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