Pulling Back the Curtain on El Paso’s Water Quality Journey

The Project

As part of their commitment to providing the El Paso community transparency regarding water quality, El Paso Water tasked us to help develop the new chapter of their "Trust Your Tap" campaign.

Building on the success of the original campaign, which effectively fostered trust in EP Water's filtration processes and tap water, we recognized an opportunity for growth. Our objectives were clear: 1) Deepen the community's understanding and perception of their tap water by utilizing insights from recent focus groups; 2) Strengthen our connection with customers through more resonant engagement; 3) Enhance our messaging to be more engaging
and informative.

With this revitalized approach, fueled by direct community input, our goal extended beyond simply informing. We aimed to instill a sense of pride and trust in El Paso’s water system, transforming the way residents interact with and think about their water.

The Approach

Our creative strategy for El Paso Water’s "Trust Your Tap" campaign was to unveil the unseen, making the invisible journey of water treatment visible and engaging. The campaign, aptly named "Pull Back the Curtain," was designed to demystify the water filtration process, offering customers a transparent view into how their tap water is treated. We chose a captivating visual narrative, where each phase of water treatment was revealed as if pulling back a curtain, symbolizing transparency and openness.

At the heart of our messaging was EP Water’s Chief Water Quality Compliance Officer, Ruben, who not only represents the brand but also brings authenticity to the message. Ruben’s knowledge and trustworthiness guided the audience through the intricate journey of water treatment. The campaign itself was brought to life with his enthusiasm and energy, while ensuring that the process was portrayed in an easy-to-understand yet comprehensive manner. 

The Results

In August 2023, the "Pull Back the Curtain" campaign was launched with media vehicles that included television, radio, digital, and social media to help build awareness of the message. This included Spanish versions of all assets as well. El Paso Water team members were beyond satisfied with the creative results and looked forward to providing the community with additional educational opportunities to learn about the safety and quality of their drinking water.

Want to work with us? Reach out to Gabriel.Acuna@CultureSpanMarketing.com and we can start a conversation today.