The problem: The South of England is water scarce and likely to face major challenges going forward, which means Southern Water will play an important role in the future. However, Southern Water suffer from negative brand perception across the region, making it incredibly difficult for them to do their job in the community and educate the community.
What we did: We developed a multi-year community campaign called New Wave, that educates and empowers young people in the local community to protect and save water through a range of fun educational activities and community activations. In turn, this programme builds trust in Southern Water, completely challenging perspectives of the brand.
My Role: Virtually independently created, pitched and won the Year 1 campaign and supporting strategy that supported our clients to communicate the CSR strategy to internal and external stakeholders. I built the core campaign brand as well as working on the creative direction and delivery of the assets (including an interactive, various videos, and the educational activities). I supported the comms team to build and develop the marketing strategy.
Impact:
New Wave marketing campaign seen by over 220k people, driving mass awareness across the region
Over 66,000 young people deeply engaged
Supported the transformation of perception internally and built trust within community
