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Take Care Tahoe

Nobody wakes up hoping their snack wrapper blows into the lake. But in the pursuit of fun, people can fun the place up. Our challenge was to go beyond awareness to behavior change. Take Care strikes an empathetic tone, replacing wagging fingers with wagging tails. By normalizing good behaviors such as using bear-safe waste bins and drinking tap water the campaign, now in use for its second decade, matching the vibe while meeting the moment.

Everyone Take Care
Actions have unequal opposite reactions.

Pet Wasted
Your dog’s poop is not fertilizer.

Helloooo, Fire Safety
Even well-meaning fires need to be doused.

Rather than promoting responsible behavior in general, Take Care calls out specific actions in the context they can can be done.

Take it slow, Tahoe yard sign
Never block the trail stencil
Drink Tahoe Tap™ Phil The Bottle
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Updating the campaign for short-term rentals

Messages made unmissable

With inputs from the guest messaging team at Airbnb and a social scientist on our team we rediscovered a phenomenon called inattentional blindness. In essence, guests are blind to anything they aren’t already looking for. No wonder few of them knew to check fire warnings, lock the trash, park safely, reduce outdoor noise, or forgo bottled water. So we repackaged our most important messages in a system that’s simple for hosts and unmissable for guests.

  • Magnetic Stickers

    Nobody is born knowing what a bear box is. Naming the thing brings guests a step closer to avoiding ursine guests.

  • Bin Stickers

    When you think of trash, think of a bear box. These visual breadcrumbs help demystify the path to responsible disposal.

  • Fridge Magnets

    Few people seek out a reason not to cook dinner. It takes a bold message between the food and the fire.

  • Grill Tool Stickers

    Grill Tool Stickers

    Reinforcing the message everywhere drove home the seriousness of the request.

  • Propane Tank Hang Tag

    No hot dog is worth the risk of wildfire. These messages link to current conditions with clear status of “grill safely” or “cook indoors.”

  • Outdoor Table Topper

    When time flies, these reminders are there so the neighbors don’t have to be.

  • Hot Tub Stickers

    Helping guests stay out of hot water.

  • Hang Tags

    No need to go straight to the source when you’re already there.

  • Cabinet Sticker

    Impressions everywhere

  • Coasters

    Leaving a water mark never sat so well with hosts.

  • Mudroom Sign

    Catching guests before they get settled is key for avoiding vehicular fails.