PUB Underscores How Water Is Central in Every Cherished Moment

National water agency PUB, and Grey Singapore, launched the annual water conservation campaign, “Our Water Makes Every Moment Count.” The campaign underscores how water is central in every cherished moment. It also highlights how far Singapore has come in forging a shared water journey together as a nation.

As a nod to the SG60 celebrations, the campaign film features the iconic National Day soundtrack ‘Home’, to evoke the importance of water in making home feel like home. Through heartwarming and authentic moments shared between loved ones, the film tugs at the emotional heartstrings of Singaporeans and further reinforces the crucial role water plays in everyday moments, further encouraging Singaporeans to cherish and conserve water.

The campaign was officially launched to the public on 6TH of March, across multiple platforms, including digital and social media, OOH, and TV broadcasts. Singapore World Water Day (SWWD) was also celebrated over 8th and 9th of March 2025, which saw community and corporate partners coming together to commemorate Singapore’s Water Story, and to encourage Singaporeans to reflect on Singapore’s water journey and contribute to water sustainability.

“Over the past 60 years, water has played a significant role in charting our journey
in nation-building. As our water story continues to evolve, now is the right moment for us
to reflect on how far water has brought us - not just as a nation, but also as individuals
and communities. Water flows through everything we’ve built, and it remains a precious
resource that will sustain our growth and prosperity. Let us cherish it and continue to
make every moment count,” said Mrs Cindy Keng, director of PUB’s 3P Network Department.

“What a privilege to work on this campaign with PUB who are so passionate about the work they do, our job simply was to showcase this commitment to the nation” said Rohit Nair, managing director of Grey Singapore.

“Sometimes, all it takes is seeing something familiar in a new light to realise how much it matters,” said Graham Drew, chief creative officer, Grey Singapore. “We all know how important water is, but we rarely feel it. That’s exactly what we hope to do — to remind people why caring for our water that sustains the activities that we love, matters now more than ever.”