The humble blue bucket
It turns out residents in the greater Newcastle area were loving water a bit too much, using an average of 10% more water than some water wise capital cities. Hunter Water asked us to help as water restrictions commenced for the first time in a decade.
Our ‘word on the street’ research gave us a killer insight – everyone thought they were an average user and not the problem.
We came up with a campaign that asked everyone to ‘Save your 4’, reducing their usage by 40L per day, or… 4 buckets, converting litres into a tangible measurement everyone could relate to. And the humble blue bucket became a branding device Hunter Water could own.
They also ran with one of our bold ideas of a giant bucket art installation, which we then had to make a reality! The whole campaign focused on the 4-minute shower, something everyone could change without spending a cent.
Result: since the start of water restrictions, consumption has reduced by more than 20% over the five-month campaign period, a huge success vs. the target of 2% per year.
The 20%+ decrease also helped put the Hunter region among the leading water conserving regions in Australia and Hunter Water are seeing a sustained change in behaviour learned during restrictions, i.e. a higher community value of water scarcity even through COVID-19.
Credits: Creative building by Feather Edge / Video by eluminate