Paddle the LA River
Channel: Mike Mena
Date: 2011-09-25

When we began working on the Paddle the LA River campaign, we did the basic reconnaissance, namely a Google search. Our initial foray back at the end of July resulted in approximately 63,000 results. Although this is a respectable number, a Google search today would yield over 44,000,000 results.
 
A successful campaign is measured by the awareness created. Collectively, we have raised the consciousness of the presence of the LA River. This educational opportunity, like the LA River itself, is a gift to the city of Los Angeles.