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AVOID THE CRISIS

A CSI CAMPAIGN HOSTED VIA YOUTUBE PRE-ROLLS DESIGNED TO CHANGE WATER USAGE BEHAVIOUR DURING OUR RECENT DROUGHT.
CHALLENGE

Cape Town was facing the worst drought in 10 years as a result of very low rainfall across the Western Cape and extremely high water usage from its residents. The City of Cape Town had undertaken huge efforts of inform and educate residents about the drought, how to save water and drastically change water usage behaviour. Our challenge was to support these actions in whatever way we could and help prevent the impending ‘Day Zero’ – the day Cape Town’s taps would run dry.

SOLUTION

We created a campaign called Avoid the Crisis to help spread awareness about the drought and to encourage Cape Town residents to save water. We produced a series of YouTube ads to land our message in the first 5 seconds before a viewer could skip the Ad. This was then followed by a static image that encouraged people to skip the Ad – preventing us from facing any Ad fees. In support of the campaign we created a Facebook page and website (www.avoidthecrisis.org) where we shared the videos, water saving tips, tools and other relevant information. In the last year, Cape Town avoided Day Zero thanks to a huge effort from all residents as well as some much needed rainfall. Cape Town is still in a water scarce region and weather patterns remain uncertain, so our website and YouTube page are still up, and we will continue to use water in a responsible manner.

RESULTS

Our 5-second videos received over 100 000 views across the Western Cape and are still helping to educate residents and visitors on how save water and remain within our daily targets.