About This Project
Summary
Cut the Salt was an integrated campaign by Stroud Water Research Center during Winter Salt Week 2025 to combat freshwater pollution from road salt. It mobilized 300+ volunteers, 30 partner groups, and 400+ global participants via mailed test kits to collect data from 600+ stream sites. Unified branding (#CutTheSalt), partner toolkits, events, media outreach, and digital ads expanded reach, engagement, and measurable impact.
Goals & Objectives
Raise awareness of road salt’s impact, drive behavior change, and broaden participation in freshwater protection. Strengthen partnerships, boost engagement through events, mailed test kits, and digital content, and achieve measurable reach via media and social channels.
Results & Impact
600+ stream sites monitored by 300+ volunteers, 30 groups, and 400+ global participants. 454 test kits distributed; 31% submitted data. 3,394 site views, 60K ad impressions, 13 media features, and top-performing social posts amplified road salt pollution awareness and action.
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