Adding depth to a water conservation campaign.
The Challenge - Creating conservation conversation
Water conservation has been a part of Australian life for as long as humans have inhabited the continent. Taking care of our most precious resource is crucial to our future, especially as our population grows. Unfortunately, Melburnians had become a little slack and needed reminding.
Make Every Drop Count is a campaign run by the four main water corporations in Greater Melbourne. It was introduced in 2019 and successfully reminded people to be more mindful of their water use. As the initial campaign progressed, it became clear that it needed more flexibility to deal with rapidly changing environmental pressures. Adding more depth would enable the campaign to continue engaging and educating Melburnians.
The Insight - Connecting Melbourne with its most precious resource
Water users in Greater Melbourne all use water differently and are at different stages on their journey to water literacy. After analysing the existing campaign, it became clear we needed a way to create and deliver messaging across each of these stages.
A strategy that informed a new, in-depth framework was planned. This framework covered a range of awareness, action and reinforcement messages, allowing the water corporations to continue the water conscious conversation with customers year round.
The Solution - Messages overflowing with flexibility
It was important to work with the look and feel of the existing campaign, both visually and in tone. The expanded messages needed to feel like a natural extension of the core set and offer a larger range of flexibility moving forward. Once the copywriting was settled on, visuals were adapted and testing undertaken to help ensure that each execution is strongly connected to the campaign.
This testing formed the basis for the campaign rollout. We had a range of very different executions to consider, from flyers to animated ads to printed bills. While the framework ensured the tone was flowing, it was just as important that the same connected feeling was there visually.
Simple rules for the application of the icons, photography type, colour, and logos gave the campaign the flexibility to be applied across many different forms of media, but also ensured it never stretched too far. Animation was also considered, with transitions and movements locked in as part of the campaign style.
These rules were adapted into a tight set of guidelines that will serve the campaign for years to come and help future rollouts become cost-effective, easy, and effective for the water corporations and any future partners that dive in and join the cause.
Guidelines: A robust brand and messaging foundation that makes it easier to connect and engage with people about how they use water.
Computer: A messaging framework that empowers water corporations to engage their customers on important issues, year round.
Billboard: A flexible system allows for a range of messages to be created and shared, making waves and spreading the message further.