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Poland Springs

Calling 207

The Challenge

Poland Spring wanted to demonstrate to the people of Maine that it cares for the community and its surrounding environment.

Our Strategy + Activation

Knowing the state of Maine was united by a single area code, we launched a grassroots initiative: “Calling 207: Mainers Helping Mainers.” Through a mobile Hydration Station tour, we sampled Poland Spring Sparking water and invited Mainers to submit “207Acts,” community projects that needed funding and manpower to complete. A website invited consumers to submit their ideas, vote for their favorites, and amplify our message through social content. After the four winning projects were selected, we activated volunteers and got the projects done – proving that Poland Spring can be a catalyst for real community change.