Denver Water is relying on humor -- very dry humor -- to convince customers to conserve and "Use Only What You Need." And the campaign seems to be working. According to Denver Water, customers are on track with Tap+Smart, the utility’s program to reduce water use by at least 22 percent by 2016 from 2001. Last year, according to a July 10 release, water use in 2007 was 20 percent lower than 2001 use levels.
Still, the Tap+Smart name has a stupid flaw: The name is so confusing that Denver Water feels compelled to explain it on every release with this trickle-down explanation: "The plus sign is not pronounced. 'Tap Smart' is the correct pronunciation."
How smart is that? -- Patricia Calhoun
Keep Westword Free... Since we started Westword, it has been defined as the free, independent voice of Denver, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Denver with no paywalls.