"Big ways, small ways. All OK," says PUB in new water-saving campaign

Singapore’s national water agency, PUB, has launched a new campaign to encourage Singaporeans to conserve more water.

Based on the idea that every act can make a difference, the refreshed campaign tagline, “Save water. Big ways, small ways. All OK!”, aims to spur people across the nation to play their part in building a sustainable water future for Singapore.

Launched in conjunction with PUB’s annual Singapore World Water Day Celebrations in March, this years’ campaign recognises the different ways people across Singapore are incorporating good water habits into their daily lives.

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Singapore currently consumes about 440 million gallons of water per day. As the population and economy continues to grow, total water demand is projected to double by 2065, with the non-domestic sector expected to account for two-thirds of this demand, it said.

The threat of climate change is also expected to impact Singapore’s already limited water resources, underlining the need for more action to conserve water resources to ensure the resilience of the nation’s water supply, it added. 

From simple actions like turning off the tap whilst brushing your teeth, to recycling and reusing rice water, or making a more conscious effort to purchase water-efficient products, the campaign highlights that each action, no matter how big or small, matters.

VML collaborated with PUB to conceptualise a light-hearted launch video to communicate these ideas, along with colourful campaign visuals, social content, and a launch event to mark Singapore World Water Day on March 9, 2024.

In the video, PUB features Singaporeans doing drastic things to save water such as saving the condensation from a cup of bubble tea, collecting leftover water after a conference and showering at the speed of only one song. 

It then says that you don't have to go to such lengths to save water. Rather, there are many easier and simplier ways to do it such as turning off the tap while brushing your teeth, saving the water from washing rice and vegetables or the laundry and reusing it to water plants or wash your car and more.

“Water conservation shouldn’t be a chore, but something we are proud to do. The campaign aims to celebrate all of the efforts people are already making, encouraging them to keep up the good work in big and small ways, whilst giving them useful pointers on what they can do to start,” said Nimesh Desai, CEO, VML Singapore.

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