The Power of Storytelling
Connecting a past project to a present crises.
This week, Atlanta faced a significant public health scare due to multiple major water main breaks, affecting businesses, residences, and the overall safety of the city's drinking water. Images of century-old, rusty pipes shared by the city highlighted the urgent need for vigilance about what flows through our taps. This crisis reminded me vividly of a word of mouth marketing program I led the creative in, aimed at raising awareness of the risks posed by aging infrastructure and tap water contaminants.
A Creative Approach to a Serious Issue
In 2018, we tackled the hidden dangers of tap water by personifying the most common contaminants through engaging characters. This creative initiative was designed not just to educate but to spark meaningful conversations about safer water consumption. By integrating these characters into a storytelling and visual design campaign, we highlighted the importance of being aware of what's in our water, positioning Primo Water as a safer, healthier alternative to tap water.
Lasting Impact and Current Relevance
The characters were featured on a water truck that visited various community events, attracting attention and provoking discussions that were both informative and memorable. The campaign's success was evident in the increased public engagement and the proactive steps people began taking towards healthier water choices. Today, as Atlanta deals with its infrastructure challenges, the lessons from this project are more relevant than ever. We're reminded that creative marketing can not only change perceptions but also encourage healthier lifestyle choices in light of ongoing public health concerns.
Reflecting on this project, it's clear that purposeful design and creative storytelling are powerful tools in educating and influencing public behavior, especially in areas as crucial as health and wellness. Let's continue to think about what's in our water and make informed choices to safeguard our health and that of our families.
To view the full Creature Contaminant program with Primo, check it out in my portfolio here.
