Target 140
Agency
McCann Worldwide
Client
Queensland Water Commission
Awards
Silver
Government, Corporate and Social Services
Silver
Best State Campaign
Summary
In 2007 South East Queensland (SEQ) was in the worst
drought on record; regional water storages were at record
lows and declining, despite residential water restrictions.
McCann Erickson created the Queensland Water Commission
(QWC) Target 140 advertising campaign to motivate residents
to decrease water usage to 140 litres per person per day (l/p/d).
The Target 140 campaign achieved a fundamental and
permanent shift in how the residents of SEQ use water.
Before water restrictions, residents used more than 300 l/p/d
and this campaign reduced personal water usage to 129 l/p/d.
Brisbane is now recognised as one of the most water efficient
cities in the developed world and it saved the region 20,680
million litres.
Case study
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Credits
Executive Creative Director / Copywriter | Mark Smith | ||||||||
Executive Creative Director / Art Director | Andy Geppert | ||||||||
Communication Director | Michelle Cousins | ||||||||
Director of Communication and External Relations | Gerald Tooth | Queensland Water Commission | |||||||
Marketing Manager | Barry Cook | Queensland Water Commission |