AWARENESS CAMPAIGN: Fight Water Scarcity 

An awareness campaign for Conservation International (CI) to encourage millennials to take action in the fight against water scarcity. The online hub employs a range of features to engage, inform and motivate this younger generation to make small changes in their individual behavior. Collectively, these change will reduce the threat of water scarcity. 

Design Challenge
Motivate millennials to participate in conservation international's fight for the environment 

Concept development, visual style, the Compare and Act features of the campaign 

Ian Fike, Chris Curry, Emma Highley and Haley Knox 

Spring 2014


Defining our problem
My group began by developing the image of CI as an environmental organization through online research and an analysis of their visual brand. CI engages many environmental matters; however, we were alarmed by CI's statistics on water. By 2015, 1 in 4 people will face water scarcity in the United States. My group decided this situation needed to be addressed with action. Water scarcity is defined as the lack of avaliable water resources to meet the demand of water usage within a region. Our problem: educate millennials on the issue and impel them to join CI's initiative to create change. 

Building insights 
Our research revealed that water scarcity is a grave issue; less than 3% of the water on Earth is fresh. Due to the misconception that freshwater is readily available, people are not managing this resource efficiently. 

Big idea and audience 
We focused our campaign around the idea that small changes among individuals can collectively create a large impact in the fight against water scarcity. This tactic directly targets our millennial audience, as instant gratification and user-generated content dominate their media consumption. 

Campaign Outline

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Educate the user on the facts surrounding water scarcity and its effects on individuals and the world 

Educates the user on the definition of water scarcity

User takes a survey to view their daily water consumption

Compare your daily water consumption (shown in the bottom right) with the average water consumption of those around the world

Make a pledge to consume less water and be motivated by past pledges made by your friends