The Situation
A longtime client, Charlotte Water was facing an unprecedented supply issue when below-average rainfall in 2025 resulted in sub-optimal water levels in 2026. To make sure there was enough to go around, the public needed to be aware of the mandatory restrictions that were being put in place – and cognizant of the role they needed to play.
The Insight
To make an impact, reaching individual residents with simple water-saving tips would not be enough. A full communications plan – with a targeted approach to restaurants and multifamily properties, the largest consumers by far – would be needed.
The Solve
With a full communications plan timed to the different drought stages, we blanketed the community with tips, watchouts and the timely information and updates needed to make it all resonate. From social content and in-the-wild posters to coordinated media moments and media-training exercises, the integrated plan was built with the right messaging and the right messengers. The result was a well-received and well-implemented initiative that was embraced by the public at large.
