Today, 22 March, marks World Water Day. A day dedicated to advocating for the sustainable management of freshwater resources. A topic close to our heart, PR and communications can play an important role in raising awareness about companies that are pushing towards impactful change – on how we consume and talk about water.
What is World Water Day
World Water Day, established by the United Nations, aims to highlight the importance of freshwater and advocate for sustainable management practices. It was first observed in 1993, following the United Nations Conference on Environment and Development in Rio de Janeiro.
Since then, it has become an annual event, drawing attention to water-related issues ranging from access to sanitation to climate change impacts on water resources. Each year World Water Day has a theme, this year being “Leveraging Water for Peace”. Recognising the importance of water as a common good, especially between nations and disaffected groups of people.
Brands making waves
Within the world of PR, numerous brands have utilised World Water Day as a platform to amplify their commitment to water conservation and sustainability. From social media campaigns to product launches and charitable initiatives, companies have found innovative ways to engage audiences and drive meaningful change. For instance:
- In 2006, Coca-Cola launched its “Every Drop Counts” campaign, emphasising water conservation efforts across its operations.
- Levi introduced its “Water<Less” denim collection in 2019, showcasing its dedication to reducing water usage in manufacturing processes.
- Charity: Water, a non-profit organisation, leverages World Water Day to raise funds for clean water projects in developing countries, through creative storytelling and fundraising events.
Standing out in a crowded space
In today’s media landscape, national days like World Water Day can sometimes struggle to capture sustained attention amidst a plethora of other events and causes tussling for coverage. To truly stand out, brands (like those listed above), must think outside the box and employ innovative strategies that resonate with their audience and align with their values. Here are some examples of how this can be done:
- Tell a compelling story: craft a narrative that connects your brand’s mission with the broader significance of water conservation.
- Collaboration: collaborating with influencers, other brands and thought leaders who are passionate about environmental causes helps to amplify your message. This taps into new audiences and in some cases, such as with charities, provides that extra layer of trust in the cause.
- Implement interactive experiences: create immersive experiences or digital activations that encourage audience participation and drive engagement.
Spotlight on One Water:
For our client, One Water, World Water Day presented a unique opportunity to showcase their commitment to providing clean and sustainable drinking water to communities in need. One Water was one of the UK’s first “brands with a purpose” and has a simple premise: by purchasing any of One’s products, a donation is made to The One Foundation to invest in water projects around the world. With One Water being a fellow B-Corp accredited company, we knew we’d be pushing for a good cause.
Selling bottled water across the UK to fund global water projects, the main objective of our campaign this year was to position the Founder, Duncan Goose, as a thought leader amongst both consumers and within the drinks industry. We wanted to get across Duncan’s mission of supporting sustainable water and sanitation services to communities living in some of the most extreme poverty. Our strategy included the securing of interviews for Duncan ahead of World Water Day amongst national, regional and trade press, which would then trickle out as coverage in the build-up to World Water Day. This helped to build discussions on the topic and convey the message of providing clean and sustainable water to communities in need across the world. On the big day, we had multiple broadcast opportunities setup for Ducan with a radio day. Radio an undervalued platform, has been found to have 89% of the adult population tune in regularly.
With coverage in titles such as The Business Magazine, New Food Magazine and Retail Times and Duncan being heard across the nation on broadcast channels such as BBC News, BBC One and BBC Radio Scotland, the campaign had proved successful in spreading the word about the positive impact One Water is having around the world.
As we commemorate World Water Day, let’s remember the importance of collective action in safeguarding our planet’s most precious resource. By harnessing creativity, innovation, and a genuine commitment to sustainability, brands can make a meaningful impact and inspire positive change for generations to come. Let’s continue to make waves together, ensuring a brighter, more sustainable future for all.
