Dry conditions campaign
Supporting the local water authority with dry conditions communications and activations over the critical summer period. We also aligned the campaign with messaging from the broad, state-wide Make Every Drop Count campaign.
What we delivered
The 2025/26 Dry Conditions Awareness Campaign delivered increased visibility and meaningful community engagement across the region. We continued to share dry conditions and Permanent Water Saving Rules messaging with a focus on savings, smarts and sources. Campaign activities included community activations, new event sponsorships, media stories, radio advertising, social media engagement and unique promotional opportunities. We also updated visual assets to better reflect dry conditions, conducted internal pop-up events to educate team members and supported the water saving team to meet annual targets. We also aligned the message with the Victorian Government’s Make Every Drop Count campaign.
Outcome
The campaign successfully translated a state-wide message into locally relevant, high-trust community engagement. We worked with partners to deliver 8 events across 11 activation days, expanded sponsorships with Run4Geelong, Festival of Sails and Cadel Road Race, and amplified messages via road chalking, roaming visibility and inclusion in official event social media. From November to February, the campaign achieved 41 media items on dry conditions, increased social media reach and reached 50% more Geelong residents aged under 50.