Only rain down the storm water drain.
Creating a lasting legacy of sustained behaviour change.
ACT Government Environment, Planning and Sustainable Development Directorate
Environment and Sustainability
Channel Management and Execution
Social Media Strategy
The Australian and ACT Governments, through the ACT Healthy Waterways project, recognised the need to educate the ACT and region residents on how they can impact stormwater in our region. The program’s objectives were clear; raise awareness of what stormwater is, where it goes, what pollutes it and encourage adoption of positive behaviours to help protect water quality.
NERIO worked to deliver a strategic communication plan to support the campaign concept, advising on channels and ad spends, print and digital campaign requirements, key messaging and positioning.
Monitoring of the ACT and region waterways indicates that many of the creeks and waterways in our urban areas aren’t that healthy. With Canberra’s increasing population, the pressure on the ACT’s lakes and rivers and downstream in the Murrumbidgee River system are set to grow.
The biggest cause of water pollution in our lakes and waterways is contaminated stormwater run-off from our streets, house blocks, development sites, retail and industrial areas. The Australian and ACT Governments, through the ACT Healthy Waterways project, recognised the need to educate the ACT and region residents on how they can impact stormwater system.
The program’s objectives were clear; raise awareness of what stormwater is, where it goes, what pollutes it and encourage adoption of positive behaviours to help protect water quality.
The purpose of the program was to ultimately reduce pollutants in lakes and waterways by engaging with the community and building a culture of improved practices for residents and businesses.
The program was to run from early 2017 to mid-2019. The challenge was to create awareness within the target audiences. It was important to deliver overarching campaign messages and quickly move to seasonal educational messages to ensure that behavioural change took place.
The program targeted four audiences: urban dwellers in Canberra and region, rural residential dwellers in the ACT and NSW part of the region and the building and development and maintenance industries across the region.
Nerio worked to deliver a strategic communications plan to support the campaign concept delivered by CRE8IVE, advising on channels and ad spend, print and digital campaign requirements, key messaging and positioning.
Placement across multiple channels, both traditional and digital, was crucial to the success of this campaign, ensuring that each audience group was exposed to the campaign at multiple touch points.
A blueprint for seasonal advertising and messaging, along with clever creative was delivered to the client, allowing the ACT Government to self-implement the campaign over a two-year period.
The H2OK campaign continues to run throughout the ACT and surrounding regions. The campaign messaging is presented to audiences on a seasonal schedule and is expected to continue for the next few years.