It was our goal to convince the Australian city with the most rainfall to reduce their water use. And we did.
How?
Dancing. Disco. Plants.
Lead by our diva – Ginger.
Behavior change communication across TV, radio, print, outdoor and transit.
These communications were segmented into three messages. A launch awareness message and, wet and dry season messages.
With back up!
A watering app, showing residents just how much water their plants really need.
Out of research and needs analysis it was clear that there was the will to save water but a lack of knowledge prevented behavior change.
The app intended to make use of the image recognition features from IBM’s Watson. Business and budget constraints meant compromising with a text-search function. Which of course still met user needs.
Combining information from the app and live water-meters effectiveness could be measured.
Activation.
In addition to the watering app we targeted schools and teachers. Providing learning materials for preschoolers through to teens.
With the hope to cause generational change to watering behavior and to send the message to families via children. This empowers and gives agency to the heirs of this tropical paradise.
