"WHEN IT COMES TO WATER, DON’T BE GENEROUS": ENCOURAGING MINDFUL WATER CONSERVATION
The goal of this campaign was to raise awareness about the importance of mindful water consumption and encourage individuals to make responsible choices to conserve water. Jordan, a country that faces significant water scarcity challenges, has a culture deeply rooted in generosity—whether in hospitality or social etiquette. However, this generosity can sometimes lead to excessive water use, contributing to wastefulness. This campaign aimed to address this paradox and inspire a shift in behavior by promoting water conservation.
The tagline, “When It Comes to Water, Don’t Be Generous,” cleverly challenged the cultural norm of generosity in the context of water usage. It called on people to think carefully about their consumption habits and to conserve water, rather than allowing their generosity to contribute to wastage. The campaign emphasized that while generosity is a virtue in many aspects of life, when it comes to water, being mindful and restrained is far more beneficial to the environment and the community.
MY ROLE
For this campaign, I worked closely with the copywriter to identify cultural insights that would deeply resonate with the Jordanian audience. Together, we developed the tagline, “When It Comes to Water, Don’t Be Generous,” which cleverly addressed the cultural value of generosity while shifting the mindset around water consumption. This thought-provoking line sparked a conversation about sustainable practices, encouraging people to rethink their habits and recognize that sometimes, true generosity means using water wisely.
I led the art direction, ensuring the visuals aligned with the message by showcasing relatable, everyday moments of water use and conservation. Through social media, billboards, and community engagement initiatives, we crafted content that highlighted small, actionable changes, such as fixing leaks or turning off the tap, to inspire collective action.
By shifting the cultural narrative around water usage, the campaign successfully promoted water conservation as a shared responsibility. It not only raised awareness but also empowered individuals to adopt eco-friendly habits that contribute to a sustainable future.
The goal of this campaign was to raise awareness about the importance of mindful water consumption and encourage individuals to make responsible choices to conserve water. Jordan, a country that faces significant water scarcity challenges, has a culture deeply rooted in generosity—whether in hospitality or social etiquette. However, this generosity can sometimes lead to excessive water use, contributing to wastefulness. This campaign aimed to address this paradox and inspire a shift in behavior by promoting water conservation.
The tagline, “When It Comes to Water, Don’t Be Generous,” cleverly challenged the cultural norm of generosity in the context of water usage. It called on people to think carefully about their consumption habits and to conserve water, rather than allowing their generosity to contribute to wastage. The campaign emphasized that while generosity is a virtue in many aspects of life, when it comes to water, being mindful and restrained is far more beneficial to the environment and the community.
MY ROLE
For this campaign, I worked closely with the copywriter to identify cultural insights that would deeply resonate with the Jordanian audience. Together, we developed the tagline, “When It Comes to Water, Don’t Be Generous,” which cleverly addressed the cultural value of generosity while shifting the mindset around water consumption. This thought-provoking line sparked a conversation about sustainable practices, encouraging people to rethink their habits and recognize that sometimes, true generosity means using water wisely.
I led the art direction, ensuring the visuals aligned with the message by showcasing relatable, everyday moments of water use and conservation. Through social media, billboards, and community engagement initiatives, we crafted content that highlighted small, actionable changes, such as fixing leaks or turning off the tap, to inspire collective action.
By shifting the cultural narrative around water usage, the campaign successfully promoted water conservation as a shared responsibility. It not only raised awareness but also empowered individuals to adopt eco-friendly habits that contribute to a sustainable future.