Testing the Waters: A Quiz-Driven Approach to Public Education

The Idea

KXLY-TV has long partnered with the City of Spokane Public Utilities Department, whose mission is to reduce stormwater pollution and protect critical local water resources, including the Spokane River and the Spokane Valley–Rathdrum Prairie Aquifer – the region’s primary source of drinking water.

For years, the City had relied on educational television PSAs to communicate these important messages. This year, KXLY-TV wanted to take the campaign a step further. Instead of simply delivering the message, they wanted to measure how well the community actually understood it.

The Execution

KXLY-TV’s solution was to develop an interactive Stormwater Knowledge Quiz, promoted across their platforms, that tested viewers’ understanding of stormwater issues and responsible water practices. To encourage participation, entrants were eligible to win a whitewater rafting trip, awarded to a randomly selected participant who completed the quiz.

They included an opt-in for their sponsor to help them grow their marketing email list, as well as opt-ins for their internal weather and daily newsletters.

The KXLY-TV team also leveraged thank-you and invite emails to drive participation while keeping the sponsor and its mission top of mind throughout the campaign.

The Results

The campaign generated strong community engagement, with nearly 100 sponsor opt-ins, helping expand the City’s already robust community outreach database.

Most importantly, the quiz provided their client with valuable insight into the community’s understanding of stormwater issues. By identifying specific knowledge gaps, the City can focus future education efforts and funding where they will have the greatest impact.

This campaign transformed a traditional awareness effort into a two-way conversation with the community, delivering both education and actionable data for the client. It also strengthened KXLY-TV’s relationship with the City and generated $10,000 in revenue for the station.