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.

To ensure that water concessionaires are able to provide adequate supply of water to the Greater Manila Area once the brunt of El Niño is felt in the latter parts of 2023 and in the early parts of 2024, the MWSS Regulatory Office took it upon itself to conduct a social media-based water conservation campaign.

The MWSS Regulatory Office tasked the agency of creating engaging social media content that would raise awareness about the need to conserve water and boost posts to ensure maximum reach and engagement potentials.

CONCEPT
The Water Conservation 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 need to improve on how you manage water use in your household". We designed communications materials that would echo that message paired with supporting content on how to actually save water whether at home or in the office, how to spot leakages and report it, and even how conserving water and plugging leaks can save people money.

EXECUTION
In the social media awareness campaign, we made use of MWSS Regulatory Office's mascot for water conservation 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 water conservation.

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 28,310,145 impressions
2. Earned 1,831,188 engagements

The campaign achieved the following results in X (formerly Twitter):
1. Received 4,760,632 impressions
2. Earned 59,827 engagements

On the ground, Philippine Department of Environment and Natural Resources reports that water supply in Metro Manila remain stable despite the harsh effects of the El Niño phenomenon. They report, that as of 14 February 2024, water level at Manila's primary water source - Angat Dam - is at 208.61 meters, above the critical level of 180 meters.