Tribal Worldwide and PUB Count the Ways to Conserve Water in Singapore

At the centre of the campaign is a film featuring Singaporeans ‘counting’ in everyday  scenarios. With the help of a narrator, it’s not long before the film’s stars realise they can  turn their love for counting into simple actions that save water at home. The film serves to drive home the campaign’s message that everyone can play a part in water conservation, and even simple actions can contribute to securing the country’s water future.  

“As a nation, we obsess over numbers and how they affect our daily lives. But why aren’t we doing the same when it comes to our water consumption?” said Benson Toh, executive creative director at Tribal Worldwide Singapore. “From here, we focused on creating a campaign that is action-oriented and instils a sense of personal responsibility towards saving water in Singaporeans.” 

The film is supported by a series of print, out-of-home, digital, and social advertisements that highlight six simple ways to use water more sustainably. Each visual incorporates a  ‘smile’ to convey the multiple benefits of water conservation for people, appliances, and the environment, among many others. 

The ads also direct viewers to a microsite where the public can access water-saving tips and participate in an exciting social contest featuring local influencers demonstrating water-saving hacks to prove they have what it takes to use water responsibly.  

The campaign launches on World Water Day on 22nd March. Over 370 community, corporate, and retail PUB partners are on board to support the cause and the public can look forward to a wide range of over 65 deals and promotions on offer by more than 50 retail partners that is putting their weight behind water conservation in the country. 

“With climate change and rising water demand impacting our water resources, it is crucial that we all do our part to use water wisely, so that we will always have enough for future generations. And that starts with having a strong water-conscious culture among people in Singapore. Through this campaign, we want to encourage everyone to play their part, by  showing them that water conservation can be that simple. Every little action in our daily lives count, and collectively we can make a big difference,” said Cindy Keng, director of 3P Network Department at PUB.