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.
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.
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.