A new out-of-home (OOH) campaign from Rainmaker, in partnership with HAYMAKER, aims to reshape public and policymaker perceptions of cloud seeding technology. The campaign positions Rainmaker’s approach as an efficient and safe solution to growing drought concerns, utilizing direct messaging and strategic placement to drive awareness and influence.
Campaign Focus and Strategy
The campaign centers on presenting cloud seeding not as a futuristic concept, but as a practical, infrastructure-level solution. Headlines like “WE BUILD RAIN” and “DROUGHT IS NOT OUR DESTINY” are designed to convey urgency and credibility. The creative work extends to digital video, targeting lawmakers, policymakers, and local communities.
Strategic Placement: Washington D.C. and Salt Lake City
The initial OOH rollout focuses on Washington, D.C., with placements at Capitol South Station near Capitol Hill. This location was specifically chosen for its proximity to key decision-makers, aiming to influence policy attention. The campaign’s messaging in Salt Lake City is tailored to address a specific regional concern: refilling the Great Salt Lake.
Why Washington, D.C.?
According to the campaign strategy, OOH advertising near government corridors is a deliberate tactic to gain policy attention. Placements in high-traffic areas for staffers, agency stakeholders, and elected officials are intended to frame drought as an immediate and solvable issue.
Building Credibility Through Transparency
The campaign emphasizes scientific rigor and validation. Rainmaker highlights its use of precision drones, weather modeling, and radar validation to demonstrate the measurability of its cloud seeding techniques. Spokesperson Garrett Schabb frames drought as a pressing issue impacting food prices, health, and utilities, while Jay Kamath asserts the campaign’s commitment to “truth-first” communication, building trust through directness.
Implications for OOH Advertising
This campaign demonstrates the power of OOH to drive “belief change,” particularly around complex or controversial topics. It moves beyond traditional product sales to address broader societal concerns and position a technology as a viable solution. The campaign is a strong example of a B2G/B2C crossover strategy.
Frequently Asked Questions
What is Rainmaker trying to accomplish with this campaign?
To build public and policymaker understanding of cloud seeding and position its approach as a credible, present-day response to drought and water scarcity.
Why launch OOH in Washington, D.C. specifically?
Because the campaign is designed to reach lawmakers, policymakers, and adjacent decision-making ecosystems where water policy and funding priorities are shaped.
Where are the OOH placements running?
In Washington, D.C. (including Capitol South Station near Capitol Hill) and in Salt Lake City.
As the campaign unfolds, it will be interesting to observe whether this direct, infrastructure-focused approach successfully shifts public and policy perceptions regarding cloud seeding and its potential role in addressing water scarcity.
