ABOUT

BACKGROUND
The Metropolitan Waterworks and Sewerage System Regulatory Office or MWSS Regulatory Office is the Philippine government agency in charge of ensuring that concessionaires of the East and West water zones in the Greater Manila Area fulfill their obligations under the Concession Agreement they signed with the Philippine government.

Among the obligations of water concessionaires is the offering of desludging services to their consumers. The MWSS Regulatory Office tasked the agency of doing a public awareness campaign, to be done via social media, that households in the Greater Manila Area are entitled to complimentary desludging services from the water companies every 5 years.

CONCEPT
The Desludging Awareness Social Media Campaign for 2023 relied on the variety of the social media content we can produce. We specifically targeted the creation of 40 social media materials that would be published on both Facebook and X (formerly Twitter), and would be supported by the effective placement of social ads for wider reach and engagement potential.

In terms of content ideation and production, we didn't want to be limited with the messaging of "You are entitled to receive desludging services every 5 years". We designed communications materials that would echo that message paired with content informing them what desludging is, why it is important, and how desludging can actually help in protecting the environment.

EXECUTION
In the social media awareness campaign, we made use of MWSS Regulatory Office's mascot for desludging for consistency and better recall of our materials. We wanted to impart that when they see this mascot in our content that what they are seeing and about to read is related to desludging.

Execution of content ideas were also not limited in certain mediums. We created content that can either be static or dynamic, whether it be GIFs or animated short videos. In terms of design, we opted for an animated look and color that pops to ensure messaging is remembered and easily recalled.

Variety in content is also practiced through doing gamified content, infographics, and story videos.

RESULTS
The campaign achieved the following results in Facebook:
1. Received 8,303,168 impressions
2. Earned 578,094 engagements

The campaign achieved the following results in X (formerly Twitter):
1. Received 4,026,478 impressions
2. Earned 37,642 engagements

The campaign also boosted the total number of households that availed desludging services from the two concessionaires:
1. Manila Water reported emptying a total of 117,075 septic tanks in 2023
2. Maynilad reported emptying a total of 269,165 septic tanks in 2023