Local Government Association of Queensland

Don’t let wasting water run in your family.

An integrated campaign (print, radio, digital, TV) for the Local Government Association of Queensland to encourage residents to save more water during the drought. The campaign, which needed to reach a vast and diverse audience across five different regional council catchments, had to feature genuine residents and locations, with most of the budget to be spent on media placement.

It wasn’t a new issue, the locals had been dealing with the drought for months, so this campaign needed to find a different angle of approach – animated ‘advice videos’ had been done to death.

The concept was based on the ‘Theory of Planned Behaviour’ and more specifically, the subjective norm. The campaign would show the audience how their behaviour has a knock on effect on what others do, in this instance showing parents how their wasting of water is teaching their children to do the same.