Water Saving Campaign

Barwon Water is Victoria’s largest regional urban water corporation. It has a long history of supporting regional prosperity by providing water, sewerage and recycled water services to the community for more than 110 years.

– Campaign
– Copywriting

Challenge

Barwon Water knew that water usage and demand peaked in the summertime when the number of visitors to the region increased substantially; they identified that most people are generally aware of their daily water usage, restricting their use to meet conditions at home. However, people tended to relax their responsible habits on holidays. Barwon Water needed a campaign targeting holidaymakers, reminding them that a break from work shouldn’t mean a break from positive water-saving practices.

Solution

Fluid developed a multi-channel campaign built on using physical mascots to remind our audiences of their responsibilities to conserve and preserve water. ‘Drip’ and ‘Drop’ presented positive and negative examples of summer water use and would be presented in a range of scenarios in and around the local region.

A full-sized Drop mascot was created to engage and entertain families at summer community markets and festivals. From their iconic travelling campervan, Barwon Water teams advertised positive water use messages using colouring-in handouts, beach buckets and water bottles all around Greater Geelong and the Surf Coast.

Fluid created a range of illustrations for print and digital to support the key messages ‘Take shorter showers’, ‘water with a hose only’, and a range of caravan water usage tips. Using a playful style each message was showcased with the campaign line ‘Conserve, preserve wherever you go’

Outcome

The campaign proved popular with audiences and was extended from its initial January run right through to July 2019, featuring in local newspapers. Total outflows for 2018/19 were reduced from 41,178ML to 40,948ML as overall system efficiency improved from 73% to 80%.

Deliverables

– Campaign
– Copywriting

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