Rather than making water-saving a chore, we simply gave Singaporeans the simple reassurance that anything they can do to save water is totally okay.
What makes this campaign noteworthy is how we’ve given the government a progressive voice. The ‘no-stress, don’t break a sweat’ over saving water approach was fresh.
It evidently worked when we saw very positive engagement and reactions:
The campaign ran over social and was also extended to an on-ground event to celebrate World Water Day: