Designed to flow statewide

Victoria’s water system is under pressure. Population growth, climate volatility and changing usage patterns mean demand is expected to outstrip supply within the next decade. For the Victorian Government and its 16 urban water corporations, the challenge was not a lack of information, but the absence of a shared, practical way to communicate it. Each corporation serves a different community, under a different brand, in different conditions, yet the message needed to feel consistent, credible and relevant every day, not just when drought hits.

The work was guided by a simple understanding. Water saving does not stick because people feel alarmed. It sticks when it feels familiar. Habits form when messages are clear, repeatable and easy to live with. Rather than another short-term campaign, what was needed was a system that could operate year-round, flex with conditions and remain useful to every water corporation without losing consistency.

Hive developed a statewide white label content library built on the Make Every Drop Count platform. The library includes a modular suite of video, social, bill and print assets designed to work across brands, channels and scenarios. The creative prioritises clarity over spectacle, using a restrained visual language, direct copy and practical demonstrations of everyday actions. Each asset can stand alone or work alongside others, covering everything from permanent water saving rules to simple changes at home and future water demand.

Everything was designed to be used. Assets were delivered with working files, templates and a detailed content guide, enabling each corporation to apply its own branding, tailor deployment to local conditions and respond quickly as circumstances change. The outcome is not a single campaign moment, but a shared communications infrastructure that reduces duplication, increases consistency and supports long-term behaviour change across Victoria, helping communities value water and make every drop count.