Business-to-Consumer and Business-to-Business – Advertising Campaign: Continue raising public awareness of the need to conserve Dallas’s water resources. Upon embarking on a two-year assignment for Dallas Water Utilities, we were tasked with increasing Dallas-area public awareness of the need to conserve water. Promoting indoor- and outdoor-oriented household water conservation tips through various media resulted in 65% unaided recall of advertising and 69% overall behavior change, compared with 51% recall and 53% behavior change the year before.