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ACT Government Environment, Planning and Sustainable Development Directorate

 

Only rain down the storm water drain. Creating a lasting legacy of sustained behaviour change.

 

SECTOR

ACT Government
Environment and Sustainability

SERVICES

Strategy
Stakeholder Engagement
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.

 

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01. BACKGROUND

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.

“Everything that goes down the stormwater drain ends up in our lakes and rivers. H2OK: Keeping our waterways healthy aims to reduce pollutants entering our waterways by engaging with the community and teaching people better ways to keep pollutants out of our water.” Mick Gentleman, ACT Minister for the Environment and Heritage

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.

“While the program aims to reach everyone in the community, messages have been tailored to four target audiences – urban residents, rural residents on small blocks, the building and construction industry and the maintenance and cleaning industry.” Mick Gentleman, ACT Minister for the Environment and Heritage

 
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02. APPROACH

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.

“The creative elements were incredibly important with this campaign. Our partners at CRE8IVE did an excellent job in taking an environmental issue and ensuring it was bright, engaging and grabbed the attention of the key target audiences. The seasonality of the key messages and the duration of the campaign also meant the creative had to evolve to withstand exposure for a number of years.” Nerio Team

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 collaborative approach to this project ensured that we were able to strategically engage with the market, effectively communicate the campaign message, and create cut-through with clever creative and targeted media.” Nerio Team

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.

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