It’s not easy keeping the streets of Toronto clean – but the gritty gals of Booty Camp Fitness are looking to do just that with their new environmentally friendly marketing strategy.

Created and executed by Toronto-based Green Graffiti, the women-only fitness studio’s latest promotional campaign uses a high-pressure water sprayer and a template to create advertising messages on the sidewalks near 22 TTC subway stations in Toronto. The strategy is designed to create a high impact with commuters while having a low impact on the environment, explains Lisa Richards, communications manager, Booty Camp Fitness.

Each of the designated subway station sidewalks are marked with four sustainable communication messages, created through the use of a carbon neutral high-pressure water sprayer.

Previously – as any sidewalk-bound downtowner has no doubt noticed – Booty Camp has relied on wild postings as one of its main marketing strategies. But using the sidewalk advertising near subway stations still helps the brand target its core market of young, professional female commuters, Richards tells MiC.

‘We wanted to create a little bit of word-of-mouth buzz and do something that is innovative and different from the traditional advertising and marketing routes.’

Social media platforms including Twitter and Facebook will also be used to support the street graffiti marketing strategy during the spring campaign.

Since the campaign launched April 20, Booty Camp has decreased its number of wild posters by 1,000, she adds.

In an additional environmental effort, the company is going to donate an amount of water equal to the water used in making the campaign logo impressions, to GreenAdsBlue, a Netherlands-based non-profit foundation developed by Green Graffiti. The water will then be distributed to developing world countries as potable water.

 ‘This is an opportunity to practice something a little greener, while also supporting the GreenAdsBlue foundation,’ Richards adds.