Rainmaker teams with HAYMAKER on drought campaign

Rainmaker has partnered with independent creative agency and studio HAYMAKER on a national awareness campaign focused on the role of cloud seeding in addressing water scarcity across the United States.

The initiative uses out-of-home and digital video placements to present the science and operational results behind Rainmaker’s technology to policymakers and communities.

The campaign launches in Washington, D.C., with additional placements in Salt Lake City. In the U.S. capital, the work targets audiences near Capitol Hill, including lawmakers and policy staff, as drought conditions expand across large parts of the country and continue to generate economic and environmental costs.

Drought and water access in the United States

More than 100 million Americans currently live in areas affected by drought, a figure expected to grow as climate patterns shift. Water scarcity influences agriculture, public utilities, ecosystems, and household costs, making it a central policy issue at both state and federal levels.

Garrett Schabb, Head of Brand and Comms, RainMaker: “Today, more than 100 million Americans already live in drought conditions, and that number will only continue to rise. Water scarcity touches everything, from food prices and utilities to the health of people and the natural world. Cloud seeding is a proven, American-made technology that can give farmers and communities access to the freshwater they need, when it’s needed most. Our creative partnership with HAYMAKER is shedding light on how this technology is working today, and how Rainmaker will continue to fight one of the most urgent crises facing the global population.”

Campaign execution and locations

The out-of-home component includes billboard placements at the Capitol South Train Station in Washington, D.C., as well as locations in Salt Lake City. Messaging focuses on the scale of the drought challenge and positions cloud seeding as an operational tool already in use.

In Washington, D.C., billboard headlines include WE BUILD RAIN, AMERICA NEEDS RAIN and DROUGHT IS NOT OUR DESTINY, with Rainmaker identified as The American Rainmaking Company. In Salt Lake City, messaging references the Great Salt Lake and the broader goal of water replenishment tied to regional environmental concerns.

Role of HAYMAKER in the campaign

HAYMAKER provided strategy, creative development, and production for the campaign. The agency has previously received industry recognition, including an Emmy Award and multiple Ad Age Small Agency of the Year honors.

Jay Kamath, Founder and Chief Creative Officer, HAYMAKER: “Drought isn’t a future problem. It’s a present one, and it’s personal. Rainmaker is working on a solution most people never see, but many feel. We approached it like any great American infrastructure story that is built with big ambitions, built to last, and built for the public good. The creative reflects Rainmaker’s direct, no-nonsense belief that earning trust means telling the truth, while helping change how both policymakers and the public think about what’s possible when it comes to securing water for the country.”

How Rainmaker’s technology works

Rainmaker deploys precision drones supported by weather modeling and radar validation to conduct cloud seeding operations. The approach is designed to work within existing weather systems, aiming to increase precipitation where conditions allow, while aligning with environmental protection goals.

www.rainmaker.com

www.hymkr.co

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