Drought Emergency
In the midst of the worst drought in Catalonia's history, it was crucial to launch a direct campaign. We couldn’t ignore the facts: water wasn’t falling from the sky, and it hadn’t rained as it should have for the past 14 months. So, this was what we said—no sugarcoating.
All government communications were aligned with this campaign to amplify its message across public appearances, including outdoor advertising and media coverage.
The Bucket as an Icon
We used the red bucket as a symbol of water conservation. This eye-catching element gained traction on social media, where influencers created videos raising awareness about the importance of using water wisely. Additionally, it served as a measuring tool; for instance, we launched the challenge “Shower with 3 Buckets of Water.”
Unity in Action
From the Department of Climate Action, we involved all other government departments (Education, Sports, Civil Protection, Health, etc.) to create videos for their social media channels that explained the measures they were taking to conserve water. This initiative amplified our communication efforts, reaching a broader audience.