Contact: Mark Millan
Data Instincts
1 to 1 Marketing
Phone: 707.836.0300

FOR IMMEDIATE RELEASE                               

Data Instincts Begins a New Wave of Water Conservation
The Town of Windsor’s Newest “Resident,” Howie Save, has found a home

Windsor, CA, September 23, 2003 – Howie Save, a lovable guy who wears a great Hawaiian shirt and smile on his faucet face, is the Town of Windsor’s new water conservation mascot. Howie appeared in a wide variety of material in the 2003 “Be Windsor Water Wise” campaign, which launched June 9, 2003.

This new campaign began when Data Instincts, a Windsor-based creative marketing team, came together with a local artist, Eric Martin Eric Martin created the original artwork, and Data Instincts, under Mark Millan’s direction, developed the campaign strategy and materials. Mark Millan explains that he began this project with personal goals as well as company goals:

“When Data Instincts took on this project, we brought together an excellent team of workers to reduce water waste not just for the Town of Windsor, but also for ourselves, friends, and neighbors. The importance of saving water is an issue that everyone should be concerned about, regardless of age or location, and that is what we conveyed with our campaign. One person can make a difference when we are all in this together.”

Howie Save has been featured on large public banners, but is most recognized from his appearance in a series of six water conservation postcards that were mailed to all Windsor residents. Each postcard encourages conserving water with fun cartoons, that appeal to both children and adults.

“A misconception is that water conservation education is mainly for adults, but children can not only play a big part in being aware of water usage, but also enjoy being part of a solution for a problem that can seem bigger than themselves. Our focus is both on technical solutions, such as turning off unnecessary irrigation and checking sprinkler heads, but also promoting a message of awareness that water conservation is important, and can be as easy as simply taking shorter showers,” explains Mark Millan.

These practical ideas have already proven to be effective. During the summer of 2003, the Town of Windsor noticed a significant decrease in water usage, with thanks to Howie Save and the Data Instincts Team. The “Be Water Wise” Campaign continues to be prevalent throughout the Town of Windsor, and has brought fun and simplicity to such a serious and wide-spread issue.

Free Water Conservation Devices Available
Windsor residents and businesses who would like to cut their water use can obtain free toilet leak detection devices and low-flow showerheads by visiting Town Hall, 9291 Old Redwood Highway, Windsor, Monday-Thursday, 7:30 AM to 6 PM.

More information on ways to conserve water can be found by visiting the Town’s website,

For more information contact:
Cheryl Godwin
Office: 707/838-5355
FAX: 707/838-1269

For Photos and Art Requests:
Mark Millan, Data Instincts
(707) 836-0300