Smart About Salt

Client Name

Smart About Salt Council




Brand messaging
Creative direction
Marketing tactics


Pollen initially worked with the Region of Waterloo to help simplify highly complex messaging and develop numerous campaign materials – directed at multiple audiences – to motivate change with respect to their use of road salt. By helping educate key audiences and raise awareness of the issue using multiple tactics (advertising, print materials, website content, newsletters, etc.), the client decreased the environmental impact of road salt on its water system.

The program Pollen helped bring to life, now managed by the Smart About Salt Council, has become the gold standard winter salt management program across Canada.