An impact & probability study that led to the supported development of the Turf SWAP (Save Water, Add Plants) campaign for the ACEPD. After studying attitudes, beliefs, and perceived barriers and benefits to various behaviors under consideration; our team positioned, “replacing turf with Florida-Friendly Landscaping” as the behavior that had the highest probability of adoption coupled with the highest impact on water quality and conservation efforts. The resulting campaign, Turf SWAP, has since successfully removed 621,105 square feet of high-volume irrigation, removed or capped 684 rotors, and removed or capped 2283 spray heads. Additionally, in a follow-up survey conducted in 2020 by UC, 52% of participants said they, “noticed a decrease in their water bill.” And an overwhelming majority (96%) said they would, “…recommend Turf SWAP to a friend or neighbor.”

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