The evaluation of information campaigns to promote voluntary household water conservation

Save-water campaigns are the most common tools for promoting household wate r conservation. Despite their popularity, there is some debate about how ef fective they are. In this article, the authors provide a representative rev iew of the summative evaluations of persuasive conservation programs. If is concluded that there is an underuse of quasi-experimental techniques and q ualitative analysis. Most have been too broad to allow for specific suggest ions for improving campaigns. In the second half of the review, an outline of a communications model is offered and literature relating to both input and output variables pertaining to persuasion summarized. Gaps in understan ding are identified. The need to systematically research behavioral change models to improve understanding and performance of persuasive water conserv ation campaigns is discussed.