Denver Water: Oh, Dry Up

Tap+Smart, Denver Water, Patricia Calhoun

July 14, 2008

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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

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Patricia Calhoun is editor-in-chief of Westword, the alt-weekly she co-founded in September 1977. She’s been inducted into the Colorado Press Association Hall of Fame, the Association of Alternative Newsmedia Hall of Fame and the Colorado Restaurant Association Hall of Fame. She’s also received dozens of local, state and national awards for writing, including first place for feature writing and first place for column writing with the Society of Professional Journalists. Patricia is a weekly commentator on Colorado Inside Out, PBS 12's public affairs roundtable, which has won two Emmys.

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