Cairns Regional Council

We will survive

Our goal: to convince the rainiest Australian region to conserve water.

Research showed the greatest gains could be made by reducing garden water use.

This 360 behaviour change campaign anchored by a series of seasonal TVCs included radio spots along with a tonne of collateral, transit and OOH. Our hero Ginger sung her heart out with the Survivors sharing their message “We will survive”.

The nostalgically musical animated approach facilitating a child-to-parent message frame for generational change to watering behaviour.

The success of this campaign significantly reduced water use and saw a continuance of the message in later seasons.

And won BADC silver for art direction.