During the 90’s, Spain has faced heavy droughts. In order to avoid shortages in water supply, which could expose the company to reputational risk, AGBAR decided to communicate on responsible practices to save water.
To sensitize and educate citizens on the importance of individual responsible practice to save water. It is a standard campaign addressed every year to domestic consumers. It consists of a pack inserted in the water bill and containing information about the company and water issues and/or practical advice on water savings, a symbolic gift and mobilization actions.
In 2000, 20% of the customers surveyed acknowledged the informative quality of the campaign. Yet the real impact is difficult to assess. The decrease in water consumption since 2000 could also result from an already existing trend or from the high press coverage of water scarcity issues at that time.
|Title||"AGBAR information campaign on responsible use of water "|
|Agency||Figueras Font Blanqué |
|Advertiser||Sociedad General de Aguas de Barcelona |
|Date of First Publication
|Country of Production||Spain|
|Tagline||We take care of water to take care of people|
|Original Tagline||Cuidamos el agua para cuidar a las personas|
-Top Ten Liders de Marketing, 2000