The Wai Can Run Dry
In collaboration with Wellington agency Storybox, I developed the concept, campaign line, and art direction for this overarching public messaging platform. The goal was to inform people that water infrastructure across the Wellington region would be under enormous pressure during the peak summer period of 23/24, requiring preparation for restrictions. I also assisted with production, creating art and contributing to the multimedia campaign rollout.
Prepping Wellington for the prospect of a dry summer
With a declining piping networking and a dry El Niño summer coming down the line, it’s possible that Wellington could run short on water at some point in late 2023 or early 2024. Certainly, tighter restrictions were on the cards for all Wellingtonians.
Water is a continuous issue the Capital, so the campaign messaging had to be deftly managed. It needed to be pointed but not triggering and cost-effective but memorable. Most importantly, it needed to prepare people for an inconvenient truth, setting the scene for what’s likely to be a sprinkler-free summer for households across Te Whanganui a Tara.
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