||By successfully implementing awareness and social marketing campaigns in your watershed, municipality or county, individuals and groups will take on and sustain actions that will save water, improve the condition of the watershed and reduce pollution. These measurable results through communications-based approaches will help you achieve your overall watershed protection and restoration goals and increase your ability to raise money for additional efforts. Once enough people within a watershed are using watershed friendly behaviors, word of mouth and example behaviors by peers will diffuse the behavior with less intensive effort from project sponsors. Therefore, social marketing can be an effective and cost-effective way to improve and restore environmental conditions. The first eight chapters of this book walk the reader through the social marketing process using water examples from Utah and throughout the country. The final four chapters offer short case studies of successful water-related social marketing efforts. The appendices are filled with worksheets, checklists, lists of additional resources and samples of audience research documents.