About Drought
Shaking up Water Saving Messaging
We worked with Dr Rebecca Pearce to shake up the way we talk about drought and water saving for a millennial audience.
Student insights shaped new ways to talk about water saving with younger audiences
Campaign tools included a shower playlist, pledge mechanic, and weather-triggered app feature
3 campaigns were showcased at Oxford University Drought & Water Scarcity Conference.
Challenge
We were challenged to rethink how we communicate water-saving for younger audiences. The brief asked students to create fresh, relatable campaign ideas that would make drought and water scarcity feel urgent, personal, and actionable without relying on tired tropes, or doom-laden messaging.
Outcomes
We developed a range of multi-channel campaign ideas to raise awareness of water scarcity and drought drawing on the unique insights students developed from their insider perspective on this young audience. The top three ideas were then selected and showcased to delegates at the Drought & Water Scarcity Conference at University of Oxford’s Pembroke College in March 2019.Concepts included a three-minute shower playlist, a series of playful water saving hero characters that delivered campaign messages and an opportunity for audiences to make water-saving public pledge. We also developed a weather app extension that signals need for responsible water use during dry periods.
Courses
BA(Hons) Creative Advertising
Faculty Team
Dr Cui Su
Student Involved
The students clearly listened carefully, carried out a substantial amount of work, and have come up with some great concepts.
Make change happen
Whether you’re here to shift behaviours or shape your future, let’s start something that makes a difference.