Sidewalk advertising can come in a variety of forms, whether it’s done using chalk or paint, but these days, there is an eco-friendly form of sidewalk advertising done simply using water.

Water stenciling, known as reverse graffiti or green graffiti is a fairly new form of advertising that allows individuals to get their message across by virtually power washing it into the sidewalk.

The process works by first selecting the size of the advertisement, then selecting the location.

Those interested then contact companies that hire people to power wash the message into the sidewalk.

To get the advertisement, people use high-pressure water guns in conjunction with stencils.

After the sidewalk has been “cleaned” over the stencil, the stencil is removed leaving the advertisement.

GreenGraffiti®, an actual media company based out of Amsterdam, is excited the concept has taken off.

“What was once being referred to as reverse graffiti is now often being called green graffiti which we take as a big compliment but also something we need to action to protect,” Jim Bowes, founder of GreenGraffiti®, said.  “Much like ‘aspirin,’ ‘Kleenex’ and ‘CocaCola’ being a sort name has advantages and disadvantages.”

A variety of other media companies also offer this medium such as CURB, based out of London, and GoGorilla Media, out of New York.

One of the well-known campaigns GreenGraffiti® did in the U.S. was a campaign for Domino’s.

The advertisements were placed in three U.S. cities (New York, Los Angeles and Philadelphia) and around 210 advertisements were distributed amongst them.

Domino’s used this form of advertising in conjunction with a PR strategy of making their water stenciling “interactive” by sending customers on a “scavenger hunt” for the advertisements.

According to Domino’s, the first 250 people to submit a photo with the advertisements via e-mail would receive a $15 Domino’s gift card. Domino’s spent $20,000 on the campaign and estimated the campaign brought about $1 million worth of publicity.

The medium  is  placed strategically around big walking cities and is best suited for consumers who could be found roaming the streets.

If a brand wants to target a specific demographic, one could place their ads in specific neighborhoods or strategically outside specific stops where their target market might be found.

Bianca Mireles, junior psychology and English double major, had never heard of the concept, but found it to be very interesting.

“I think the concept is awesome and more people would look at it and be intrigued by it,” she said. “Also the fact that it’s green is wonderful.”

In addition to being green, the array of people the medium can target is also a great opportunity for advertisers and the cost is not very expensive.

Naturally, there is no way to tell whether a specific target will think water stenciling is attention grabbing or not, but junior creative advertising and markets and culture major Sarah Gelber believes other forms of advertising would be better.

“It’s a really cool idea but I think that it may not get the publicity that other forms of advertising receive because it’s on the ground, not on an easier place to see like a billboard or on a bench or something.”

Others like Jordan Spencer, junior advertising major, thinks it would be attention grabbing but is worried about other circumstances.  

“As long as it comes off eventually and doesn’t harm anything, it sounds like a very innovative new method,” she said.

Spencer and other citizens don’t have to worry because the advertisements do tend to fade within one to three months after placing.  

However, if the company wishes to “get rid” of their advertisement before it fades, GreenGraffiti® can go back and clean the campaign away.

Although this is not common, Bowes said it would “act as a great PR opportunity for storytelling.”

He also stated that more cleanings will come, but it will take time until people get familiar with the medium.

Another potential problem is legality. In the Netherlands, water stenciling is not illegal but it is also not legal.

“It is a question of how serious the local authorities are,” Bowes said.

 However, Bowes isn’t worried. “We have…the support of the public and the press.”

Leanne Free, junior chemistry major, could be included in the public Bowes talks about.

“Of course it should be legal,” Free said. ” That’s a great form of advertisement, as long as people are still able to watch where they are walking.  I don’t see how it harms anyone or anything.”

As more media companies emerge offering this form of advertising in the United States, people will have to see if it will start to sweep the Nation.