Retention. Keep the water!

Design, Online, PR, Marketing

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A nationwide social campaign
„Retention. Keep the water!”

„Retention. “Retention. Keep the water!” is a slogan of a project which serves both informative and promotive purposes and aims to increase public awareness of water retention in Poland. These activities are related to the Water Scarcity Prevention Program (PPWN), the first document of a strategic nature, comprehensively describing the possibilities and directions for increasing water retention in Poland. Water retention in Poland is currently at 7.5%, and the implementation of the measures proposed in the PPNW should lead to its increase to 15%.

For Wide Vision “Retention. Keep the water!” is yet another project concerning water management. Our task was to prepare and conduct a nationwide campaign aimed at informing the public about the Program. We wanted to present the methods of water retention (such as renaturization of wetlands, green and blue infrastructure in cities or setting up ponds and collecting rainwater) in an accessible way.

Range of activities:

name, logo and key visual development of the Program
preparation and organization of public consultations
organization and conduct of substantive conferences in stationary mode with online transmission
PR and social media activities – contact with the media, preparation of content for the media and for the website, organization of briefings and press conferences, media purchase
social media marketing – development of content and graphics for the profile and advertising campaigns
expert and B2C communication (to the whole society)
design and creation – graphic design of marketing materials
production of an animated film / spot:
graphic design and production of marketing materials and gadgets
conducting survey research and focus groups interviews

The social campaign “Retention. Keep the water!” was conducted for 9 months and ended in May 2023. Thanks to the activities carried out, an increase in awareness of water resources and retention in Poland was noted. This was confirmed by surveys carried out as part of the project. Additional activities proposed by Wide Vision significantly increased the scope of the project and reached specific target groups. The project’s identification was positively evaluated by the focus groups, with the animated spot presenting various types of retention being its most popular aspect.