Hunter Water has partnered with independent media and creative consultancy SOLVD to create a new campaign to promote water conservation in real-time.

The campaign, titled 'Every Day is a Good Day to Save Water', is the first created by the agency for Hunter Water since winning the media and creative account earlier this year 2024.

The campaign utilises real-time weather triggers and programmatic plugins to align the media strategy with live weather conditions, delivering dynamic, contextually relevant messaging to consumers in the NSW Hunter region. Hunter Water, a state-owned corporation, provides drinking water, wastewater, recycled water, and some stormwater services to over 600,000 people in homes and businesses across NSW’s Lower Hunter.

"The local community understands the need to save water, particularly after the severe drought in 2019, but it's key to communicate the importance of conservation all year round, not just in rain-starved periods. Our climate is getting more unpredictable so the challenge is to keep the message fresh and impactful, and ensure our community has the tools and knowledge to save water in any weather," said Hunter Water’s Group Manager Communication and Engagement, Renee Fedder.

The creative execution of the campaign is based on the insight that people don’t see the need to save water when it’s raining, but it’s just as important. The campaign was launched during National Water Week on 21 October and will roll out across TV, radio, BVoD, digital audio, outdoor and social.

"Hunter Water has been communicating the same message for years, so our challenge was to achieve improved cut-through using the same core information. By applying technology to the creative and vice versa, we’ve developed a campaign that’s dynamic, responsive, and designed to make an impact. This process was really collaborative from the outset and we could not have arrived at the outcome without that approach. It is a huge credit to our client Hunter Water and our team leads for coming together with a laser focus on leveraging communication and technology to change behaviour," said SOLVD Principal Consultant, Sam Gannon.

SOLVD Agency was established in 2020, based in Newcastle, NSW. It offers strategic planning, strategic communications, branding, creative, marketing, and media buying services.