Channels of Communication
For successfully bringing water issues to the man in the street in fun and entertaining ways, PUB picked up a series of awards in recognition of its innovative communications campaign.
A hit with young children, PUB’s mascot Water Wally is an effective branding tool.
Mr Yap Kheng Guan, PUB’s Director of 3P Network, accepts the Golden World Award in London.
To raise water consciousness among Singaporeans and to encourage all to do their part in ensuring water sustainability, PUB embarked on a communications campaign in 2005, in tandem with its paradigm shift in water management. Proving that far from being a dry issue, water can be fascinating, entertaining and even glamorous, a slew of strategic communication initiatives were unveiled, from the creation of a loveable mascot to glossy street magazines and even a celebrity-driven TV game show.
An evaluation study by AC Nielsen in November 2007 revealed that 94 per cent of respondents felt they had a part to play in Singapore’s water management, an increase from 88 per cent in 2005. Media coverage also expanded, with the number of PUB For successfully bringing water issues to the man in the street in fun and entertaining ways, PUB picked up a series of awards in recognition of its innovative communications campaign. stories up by 79 per cent in 2007.
In recognition of PUB’s public communication efforts, the national water agency scored double honours at the Public Relations in the Service of Mankind (PRISM) Awards, held in March 2008. PUB’s corporate communications programme won the Excellence Award for Outstanding Overall Corporate Reputation nhancement Programme. The award recognises PUB’s innovative communications methods, including the creation of mascot Water Wally, and its proactive media strategy to raise water consciousness and its public profile. PUB’s Chief Executive Mr Khoo Teng Chye received the inaugural Outstanding Public Relations Champion of the Year award, which recognises PR-savvy CEOs and executives who have made outstanding contributions to public relations activities and developments within their organisations.
Fresh from bagging two PRISM Awards, PUB’s corporate communications programme received further accolades when it won the prestigious Golden World Award for Excellence in Public Relations for its entry ‘From Bland to Glam: Water Makes a Splash in Singapore’. Not only did it come up tops in that category, it was also named the Overall Grand Prize winner of the year. The judges were impressed by the research, creativity and execution of the programme in persuading Singaporeans they had a major role to play in protecting their water supply.
PUB mascot Water Wally was conceived to give water a face.
Organised by the London-based International Public Relations Association (IPRA), the Golden World Awards honour extraordinary public relations initiatives throughout the world. PUB was the only winner from Singapore. “Communications on water issues are becoming increasingly important with water taking centrestage in many parts of the world,” said Mr Yap Kheng Guan, PUB’s Director of 3P Network. “As a public agency, PUB has broken new ground with its innovativecommunications methods. The approach is refreshing, and a departure from what we would usually expect from a topic that is so serious.” Mr Yap received the awards in London from Mr Robert Grupp, President of the IPRA.
“The IPRA Golden World Awards recognise innovative and successful contributions in the field of public relations. As the overall winner chosen from 28 category winners from 117 finalists out of 404 entries from more than 50 countries, the award truly distinguishes PUB among its peers in the international public relations community,” said Mr Grupp.
MAKING WATER HIP
Here’s how PUB brings water issues to the man in the street.
WHO’S WATER WALLY?
Shaped like a drop of water, the bright blue PUB mascot, Water Wally, is a familiar sight on many of the national water agency’s promotional materials, from plush toys to T-shirts to water bottles. He was conceived in February 2005, to give water a face that people could relate to. The idea was to create a mascot that would put the spotlight on water issues in a fun and interactive way. Water Wally was introduced to the public via a teaser campaign of newspaper ads asking for tip-offs on the location of a missing water droplet. His identity was officially revealed at a launch party at MacRitichie Reservoir. The smiley mascot quickly gained popularity not only with school children, but with the adult population as well. In 2007, Water Wally made it to YouTube when a 30-second animated clip was launched over the festive period. The clip featured the water droplet enjoying himself in active, beautiful and clean waters. As a branding tool, Water Wally helps PUB stand out from among the clutter of corporate logos.
SNAZZY PUBLICATIONS
The new, friendly face of PUB is conveyed through the introduction of a magazine-style annual report, a departure from its previous staid format. The success of the annual report spawned a glossy lifestyle magazine targeted at the young.
Launched on World Water Day on 22 March 2007, PURE is a free quarterly publication designed as an easy read for busy people on the go, but more importantly, with the ultimate aim of getting the man in the street interested in water issues. To glamourise water, PURE features celebrity interviews, fashion spreads at scenic reservoirs and attractive in-house staff, among a broad range of articles. The publication is distributed at selected MRT stations, bus stops, restaurants, coffee joints, tertiary institutions and libraries. PURE has also gained recognition in the international arena, making it to the shortlist of finalists in the Publications category of the 2008 Golden World Awards for Excellence in Public Relations.
DID YOU KNOW?
In the last 40 years, PUB rarely communicated with the public as it focused on delivering quality tap water to the population. However, ensuring water sustainability is something the national water agency could not do alone. In 2004, PUB made a paradigm shift in water management and called on the public to do their part in conserving water, keeping catchments and waterways clean, and building a relationship with water through enjoying various activities at reservoirs.
Celebrities put their water knowledge to the test in The ABCs of Water, a Ch 8 game show.
EFFECTIVE MEDIA RELATIONS
As a public agency, PUB is pro-active, honest and transparent with the media. Information about the water agency is always provided in a concise, timely and accurate manner to help the media better understand PUB’s activities and mission. As a result, PUB enjoys a good relationship with the media. The international media has also been actively engaged. Water Wally has appeared on BBC World while the Marina Barrage was the subject of a Discovery Channel documentary. PUB also had coverage in international media such as CNN, CNBC and Bloomberg.
GLAMOUR GAME
To glamourise water issues and make them hip, celebrities and attractive in-house talents are used to promote the water cause. For instance, the first water-themed game show produced for local television, The ABCs of Water, made its debut on Channel 8 in June 2007, giving water a hip celebrity edge. Hosted by popular TV hosts Quan Yi Feng and Dasmond Koh, the eight-part series pitted three local celebrities against one another in each episode, testing their knowledge of water issues. The ones who gave the wrong answers were penalised by having to step into a pool to clear up the ‘litter’ inside. While viewers were being entertained by the celebrity guests battling it out, they were also learning about the Active, Beautiful, Clean Waters programme, a long-term initiative to transform Singapore’s network of drains, canals and reservoirs into watersports havens and recreational venues.
