Effie Australia

Case History Database

Target 140

McCann Worldwide
Queensland Water Commission
Government, Corporate and Social Services
Best State Campaign
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

2009 Government– Corporate and Social Services – Target 140

Excluding 10% tax
Case studies are free for ACA members and Round Two Effie Judges. Email hello@adcouncil.org.au for your discount code. All Educational Institutions wishing to access case studies are required to contact awards@adcouncil.org.au
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
Category Sponsors

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