In an Australian first, Sydney Water has launched The Small Change Shop – the first ever shop to trade on behaviour change as part of its latest drought campaign.
With Greater Sydney experiencing one of its worst droughts on record, Sydney Water has launched the activation as part of its wider integrated marketing campaign to inspire Sydneysiders to reduce their water use.
The Small Change Shop is a pop-up activation that will travel around Greater Sydney – to shopping centres, festivals and other local events, where instead of people buying products with small change, people will make a pledge to change their water use and receive a food reward.
Executive Drought Lead at Sydney Water, Catherine Port, said, “We’re so excited to launch The Small Change Shop and visit communities around Greater Sydney. We’re looking forward to talking with thousands of Sydneysiders to help try and inspire as many people as possible to come together to implement small water saving changes.
“There is nothing more valuable than an individual’s commitment to make a small change. For example, if everyone in Greater Sydney used the half flush on the toilet instead of the full flush once a day, collectively we could save enough water to fill around 28 Olympic sized swimming pools a week!”
Head of Communications and Public Affairs at Sydney Water, Raema Melverton, said, “The concept was designed to engage with the Greater Sydney community on a mass scale.
“We know from our research that our customers want engagement with us, however the challenge with activations is being able to have those meaningful conversations with people.
“By trading off something we all love, in this case popcorn, we can have those emotional discussions with our customers and have them pledge towards something that will make a positive impact on their lives.”
Sydney Water is using Point Of Sale technology to collect the pledges with the data to inform local communities about the water saving goals they’ve made.
To learn more about the many ways to save water and to find tips and advice that work for you, visit lovewater.sydney.
