Fats, Oils & Grease (FOG) Education Campaign
Client:
Metropolitan St. Louis Sewer District (MSD Project Clear)
Scope
Every year, residential cooking habits send fats, oils, and grease (FOG) down household drains. Once cooled, FOG congeals, causing sewer blockages, basement backups, and avoidable maintenance costs. MSD needed a long-horizon, public-education effort that could do more than “raise awareness”—it had to change daily behaviors at the sink across a diverse, metro area.
Excel’s Role
Excel Business Concepts was engaged to lead the branding, messaging, and public engagement strategy for the Safety Action Plan. Our contributions included:
1
Driving Behavior Change Through Strategic Communication
Excel led the campaign’s messaging strategy using behavior-science principles — shifting from “don’t do this” messaging to positive, easy-to-follow actions: Cool it. Can it. Trash it. This approach empowered residents to adopt simple, lasting habits at home.
2
Building Community-Centered Engagement
We activated trusted community networks — including libraries, schools, HOAs, and local festivals — to reach diverse audiences across St. Louis. Through partnerships, multilingual materials, and on-the-ground outreach, Excel ensured accessibility and inclusivity at every step.
3
Maintaining Consistency and Measurable Impact
Over six years, Excel kept the campaign consistent, creative, and measurable — managing seasonal surges, overseeing creative production, coordinating partners, and tracking engagement metrics tied to operational outcomes.
Impact
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Implemented a multi-year, behavior-change campaign that successfully transformed community habits around kitchen grease disposal, reducing FOG-related backups and maintenance calls across the region.
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Built lasting community trust by delivering clear, accessible, and multilingual messaging through neighborhood networks, schools, HOAs, and local partners.
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Sustained engagement year after year with creative, seasonal campaigns — including holiday surges, short-form videos, and partner activations — that kept the message visible and relevant.
