Queensland Water Commission – Target 140

Agency: McCann Erickson Brisbane

EXECUTIVE SUMMARY

In 2007 South East Queensland (SEQ) was in the worst drought on record; regional water storages were at record lows and declining, despite residential water restrictions.

McCann Erickson created the Queensland Water Commission (QWC) Target 140 advertising campaign to motivate residents to decrease water usage to 140 litres per person per day (l/p/d).

The Target 140 campaign achieved a fundamental and permanent shift in how the residents of SEQ use water. Before water restrictions, residents used more than 300 l/p/d and this campaign reduced personal water usage to 129 l/p/d. Brisbane is now recognised as one of the most water efficient cities in the developed world and it saved the region 20,680 million litres.