IE | Case Study | Department of Sustainability & Environment - Target 155
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Department of Sustainability & Environment – Target 155

Purpose

The Department of Sustainability & Environment engaged IE to harness the passion of the Victorian community to encourage people to save water as part of the Target 155 campaign for summer 2009/10.  IE’s brief was to deliver a strategy and build the tools that would encourage more people to change their behaviour and save water.

The Journey

The strategy was developed from careful research on the Victorian public and their water habits. Segmentation of the audience revealed that there was one highly committed group of Victorians, ‘veteran savers’, who were passionate about saving water. The digital strategy engaged with these users through social media, using them as the catalyst to encourage other people to learn how to save water.

Users were encouraged to make a ‘wise move’ on various social media platforms (like Twitter or Facebook) that showed their friends what water-saving technique they had committed to using. Users could tweet that they were, for example, “using a bucket in the shower”, and their contribution would be recorded via the Target 155 website. To support this engagement, the existing Our Water, Our Future website was also re-structured to provide more relevant, user-centered content.

Solution

The Target 155 digital strategy showed the importance of understanding the audience before deciding how to engage with them online. This research-driven approach ensures that government projects make a difference in the community and helps to ensure successful Gov 2.0 projects.

On this project IE’s role included project strategy and execution.