According to the BMAP (Basin Management Action Plan), Volusia Blue Spring showed impairments for nitrate from septic tanks (54%) and urban fertilizer (22%). Uppercase developed and implemented a social marketing campaign aimed to increase awareness of the facts that traditional, well-functioning septic systems contribute to nutrient pollution as part of their existence; no preventative actions can be taken to reduce nutrient loading other than upgrading to a nutrient-reducing system or connecting to sewer. UC conducted multiple focus groups, and a pre-campaign survey (1,174 responses) to inform campaign design that led to the “Time to Change the Way We Go” campaign. Data uncovered many residents had high level of distrust of government agencies in general and especially did not trust Volusia County or messages coming from the County. To overcome this barrier, UC positioned State and County employees as some of the cornerstones of the campaign. Campaign taglines became, “We don’t just work here, this is our home. Let’s fix it together.” This not only positioned the message coming from real people who work in and care for Volusia; but also admitted that the fix was not solely on the shoulders of the resident, nor on the County alone – “it’s time to change the way we go, and we’ll need to do this together.”