Thirst for Change: Securing a water positive future

Client: BSI

Water is a precious yet undervalued resource, essential for sustenance and biodiversity. As climate change exacerbates water-related challenges like droughts and flooding, water security becomes critical. Thirst for Change, a campaign by BSI in collaboration with NGO Waterwise, aims to elevate water security to the same level of concern as climate change and provide actionable solutions for water stewardship.

Key Objectives: 1. Raise awareness about water security. 2. Highlight solutions and disseminate knowledge to drive progress. The campaign employed a strategic PR approach, producing over 760 media pieces and securing a 12% year-over-year increase in BSI’s impact score. Thirst for Change utilized comprehensive global research and created the Water Security Indicator to quantify water use and risks across key markets. This data-driven approach fostered significant media coverage and public engagement, including over 1,200 research downloads and extensive social media interaction, resulting in 1.2 million impressions and a 277% increase in engagement. Launching during World Water Week, the campaign effectively leveraged global attention on water issues, featuring in major international outlets like the BBC and The Times. The campaign's success was further demonstrated by widespread industry recognition, with key figures like Dr. Graham Alabaster from UN-Habitat praising its clarity and impact. Thirst for Change successfully met and exceeded its goals, driving a sustained focus on water security into 2024 and beyond, demonstrating BSI's commitment to addressing this critical global issue through innovative and impactful communication strategies.