Channelling Barry White to make water conservation fun is not what you would expect from a state-owned water corporation. But when Hunter Water asked us to help young people improve their water habits, we knew we needed a quirky idea to really change behaviour.
Environmental issues were front of mind with this youth audience. To help them become champions of their households we needed to make it fun and easy to change behaviour.
Cue ‘The Water Lovers’. We built four animated characters from actual usage data of the most common water behaviours, bringing stereotypes to life and delivering simple tips in a completely quirky way.
To ensure maximum engagement on socials and at events, we created GIFs, an animated video, and life-size cut-outs. We even channelled our inner Barry White and wrote a ‘Love Water’ song that dialled up the romance and got the recording studio all hot and steamy.
Completions of the ‘Love Water’ quiz are currently at over 5,000, an exceptional result engaging a very difficult to reach youth audience. We’re chuffed to show that a positive strategy can make a big difference. By making it easy for us all to level up, we created fewer Wasteful Wades. Because water is precious… baby.