Public Utilities Board Singapore Makes Waves with 'Make Every Drop Count' Campaign

In celebration of World Water Day 2019 in March, 'Make every drop count' encourages Singaporeans to adopt water conservation habits. Developed by Tribal Singapore, the campaign is bolstered by a month-long programme of community events and activities.

Pre-campaign research indicated that Singaporeans tend to take water for granted. This is accompanied by a lack of public awareness of the amount of effort that goes into treating and producing clean water.

To address these issues, the refreshed campaign adopts a two-pronged strategy, including educating Singaporeans on the rigorous treatment process and, secondly, using visualisation methods to demonstrate how the seemingly insignificant act of letting our taps run for an extra second has a big impact on water wastage.

“We first did a deep dive on the workings of PUB, before distilling the insights that formed the bedrock of the campaign. Leveraging on our Total Experience (TX) capabilities, we then formulated a full-fledged communications plan using a good mix of storytelling, technology and behavioural change tactics,” said Benson Toh, creative director, Tribal Worldwide Singapore.

The official launch was held on Singapore World Water Day, 2nd March 2019, at Marina Barrage where President Halimah Yacob graced the event as the Guest-of-Honour.

The annual event was attended by about 3,000 representatives from schools, businesses and grassroots organisations, including Environment and Water Resources Minister Masagos Zulkilfi and Senior Minister of State for the Environment and Water Resources Amy Khor.

Members of the public are invited to take their W.A.T.E.R Pledge at www.MakeEveryDropCount.sg, and make a commitment to practice water-saving habits.

They can also join the #GoBlue4SG movement at Marina Barrage on 22nd March 2019, as well as check out captivating lights installations along Orchard Road during March.

“This year, we’re taking on a fresh approach to change Singaporeans’ water consumption behaviour. We hope that this will help increase their appreciation of water and nudge them to be more proactive in saving water,” said Cindy Keng, director, 3P Network Department, PUB.

This integrated campaign is live for the month of March and includes an online pledging microsite, outdoor, social and digital. Event photos can be found here.