Challenge: emergency response and new campaign
Northern Ireland had a summer of extraordinary weather in 2018. Usually that’s brilliant news, but high temperatures and low rainfall really strained our water supply. As a result, NI Water had to introduce a hosepipe ban in late June.
NI Water asked us to develop and implement a two-stage communications plan:
1: Announce hosepipe ban
2: Roll-out a water conservation campaign
So we got to work…
Our multimedia campaign featured real people with a dementia diagnosis continuing to live their everyday lives, still doing the things that makes them who they are. We showed them out and about with their carers: Evelyn and her friend Jean, and Danny and his son Danny Jr welcomed us into their lives and showed us what they still love to do. Evelyn and Danny both spoke candidly about their personal experiences since they received their dementia diagnosis, and in an honest and inspiring way, reassured people that with support life can still be good.
We can’t share detailed results for commercial reasons, but the campaign vastly over-performed against key metrics for video engagement and average cost-per-click.
It also contributed to less demand for water, and the eventual lifting of the hosepipe ban in mid-July. A great result for everyone.