Creative Gallery on Sustainability Communications

 

 
"Mission H2O" For The Savewater!® Alliance
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Description / Synopsis

The campaign was designed to get viewers to visit the Mission H2O website, which encourages them to play an online game in order to learn more about water efficiency.

Context

In 2008, when the ad was produced, much of Australia was at the height of a 10 year drought. Whilst adults and young children were embracing water conservation, it remained difficult to engage teenagers in this same cause. Mission H2O targets that age group.

Philosophy/Solution

A study at the time showed that teenagers, our target audience, spent on average about 7.5 hours per day in front of electronic media. It therefore made sense to drive them to an online game where they could learn about water efficiency.

Results

The campaign resulted in a huge number of games played online – about 22, 000 in one month. The game has now been adopted in schools as part of their curriculum.

Title"Mission H2O"
URLhttp://www.missionh2o.com.au
AgencyMWC Media
CityMelbourne
AdvertiserThe Savewater!® Alliance
Brand NameSavewater!®
Sustainability Themes Consumption Patterns, Desertification & Drought, Education & Awareness, Freshwater, Lands, Soils, Forests & Mountains, Sustainable Development
Date of First Publication 10/01/2008
Country of ProductionAustralia
LanguageEnglish
TypeTelevision
TaglineVisit missionh2o.co.au and we can all save precious water!
Length29 seconds
Awards -AMI awards, 2009 (Finalist ) for Social Marketing
-AMI awards, 2009 (Silver Award of Distinction) for Interactive -Children's Audience
-AMI awards, 2009 (Gold Award of Excellence) for Interactive - Green/Eco Friendly
-Red dot award , 2010