Environmental campaigns provide information to encourage people to alter their behaviors but with mixed success. Terror Management Theory (TMT)--and the influence of mortality reminders--offers a useful framework for understanding environmentally significant behaviors, and provides critical insights for developing more effective environmental communications. TMT indicators guided our analysis of Canadian corporate, pro-bottled water advertising, and public, anti-bottled water campaigns. We found that pro-bottled water advertisements had a greater capacity to manage death anxieties because they better support the audiences' self-esteem, provide the audience with opportunities to engage in worldview defense, and symbolically extend the consumers' perceived lifespan.