Creative Gallery on Sustainability Communications

 

 
"Water Use It Wisely" For any utility or public and private organizations needing a water conservation outreach program
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Description / Synopsis

Growth is out-pacing water infrastructure. By 2025 two-thirds of the world’s population will be living under water stressed conditions. Government organizations and private businesses alike are looking for ways to educate people about the need to conserve water. Water – Use it Wisely is an international, multi-lingual campaign designed to provide organizations an effective, customizable water conservation outreach program at a fraction of the cost of developing one from the ground up.

Context

Research reflected a common theme around water conservation. People said: “Don’t tell us to save water. Show us how to save water.” This became the campaign’s foundation. Highlighting many unexpected, but highly effective ways to save water in and around the home, the campaign features “water-saving devices” that can either be used to actually save water, or as a memory jogger that promotes the proper water conservation behavior. However, unless people recognize the importance of their participation in the campaign the devices are ineffective, which is why the theme “There are a number of ways to save water, and they all start with you. You are Water Saving Device number 1.” is the overriding message. The objective is to continually remind people that we are all the number one water-saving device and that each of us must do our part to utilize these devices and conserve water. Not hardship, just stewardship of this valuable, limited resource.

Philosophy/Solution

The campaign is built around a Library model. As new materials are developed, they are added to the already extensive Water – Use It Wisely library and become available to all partners. This model fosters continual growth of program creative materials, enables partners to leverage activities and programs implemented in other regions while taking advantage of significant coat savings associated with creative development. The program contains print, television, radio and an extensive array of promotional items that can be ordered via on-line store with a group-order feature. Visit wateruseitwisely.com and Tour the Campaign for samples of materials created to date.

Results

After only 18 months following its launch a study by the Behavior Research Center showed 69% campaign recognition. In fact one U.S. city data indicates that citizen phone calls for conservation assistance jumped from 8,494 in 1999 to 14,649 in 2001. In another region respondents who first believed scare tactics were needed to change water-use behavior, quickly changed their attitude after seeing how positive, empowering campaign like Water – Use It Wisely can effectively encourage people to change their water-use habits. Following yet another implementation, research reflected positive reactions from people indicating they felt good and motivated to save water: “… (It) got me excited to go home and try it.”

Title"Water Use It Wisely"
AgencyPark and Co
CityPhoenix, AZ
Advertiserany utility or public and private organizations needing a water conservation outreach program
Sustainability Themes Consumption Patterns, Education & Awareness, Freshwater
Date of First Publication 01/04/1999
Country of ProductionUnited States of America
LanguageEnglish
TypePrint
TaglineThere are a number of ways to save water and they all start with you. You are Water Saving Device Number 1."
Awards -7 Telly awards for television PSA's
-Utilities Communicators International, 2002 for Educational Booklets
-Utilities Communicators International , 2001 (Best Website)
-Utilities Communicators International, 2001 (Best overall campaign)
   
Account Director: Kim Bridges
Account Executive: Kim Bridges
Photographer: Park and co