Woolworths "It's time" water saving campaign

Water Awareness campaign in collaboration with Woolworths South Africa

Woolworths is on a journey to drastically reduce the amount of water it uses by putting water use in focus in stores, offices, distribution centres and across the supply chain. In general, growing public awareness regarding the water situation in South Africa has been driven by the worst drought in South Africa in more than 20 years and the knock-on effects impacting on food availability. The problem is that Woolworths implements these restrictions of water in their stores but their customers are unaware of their works and are uneducated on the subject and how serious the brand takes these measures.

The Big Idea of this project is the visual water footprint of Woolworths (so their water usage in the production and selling phase) and that they produce and encourage water wise products, produced out of minimal or recycled water. All the executions will be driven by this BIG IDEA to achieve the goal to create awareness and to inform the uninformed. The concept is driven for the consumer which is the target market and are all Woolworths customers and possible customers who are uneducated and for those who are educated. The idea is to create a more water wise customer who wants to partake in saving water and to create a loyal customer because of the customers values of saving water and that of Woolworths are the same and that the customer becomes so loyal that they choose the brand over other brands because their purchase is valuable to the environment. The Strategy’s plan of action is creating and adding on their original look and feel and adding the new, innovative and creative campaign for the call 2 action which will be to support their campaign and buy their water wise labelled products to help the water crisis in SA.