UseMore Campaign


UseMore is a publicity campaign of our Magenta House program that’s focused on getting consumers of water and power not to use more but to do the exact opposite and use less!

UseMore communicates about deadly serious matters with a light touch.  

Marketing genius Alex Bogusky maintains that behavioral change has to be fun or else “nobody is going to do it.” 

So UseMore is a campaign we’ve had a lot of fun with, including t-shirts that read, “Use more water [or power]. It’s fine.” On the back of the shirt we make it clear, using more is NOT fine! And send people to our URL to learn more.

We know from firsthand experience that wearing one of these to your local grocery store, church or temple will spark half a dozen conversations – which is the point. 

People have become dead to earnest messaging. So we’re doing the opposite. It’s like shock therapy to get folks talking, and listening.

Once we get someone’s attention, we explain that of course we don’t mean what we say. Using more and more of the Earth’s precious resources is utterly insane. We’re just trying to find a way, any way, to be heard. And then have a meaningful conversation.

Our UseMore campaign includes lots of conversation starters, including:

  • our UseMore.world website
  • UseMore water, or power, t-shirts, with a clothing tag you’ll want to keep, and
  • UseMore promotional material that ties directly to Magenta House.

Related Programs

Water & Power Blitz

2018 Season

Magenta House was conceived in a Blitz.

Magenta House – Events

2019 Season

Pop-up and neighborhood events teach water conservation and power efficiency.

Magenta House – Resources

2020-21 Season

Educational outreach provides homeowners and renters alike DIY tools to turn their homes Magenta.

Magenta House Accelerator

2022 Season

Middle School and High School teams innovate a water-wise and power-conscious future for LA.

Magenta House Expo

2022 Season

A middle and high school student showcase for their most innovative water and power sustainability solutions.