LONGTERM. Enhances and extends, to 2051, the Region s commitment to: WATER CONSERVATION STRATEGY

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1 OVERVIEW Background Market Research Highlights & Recommendations Water Is Campaign Approach Marketing & Communications Plan Measuring Success Next Steps

2 LONGTERM WATER CONSERVATION STRATEGY Enhances and extends, to 2051, the Region s commitment to: Innovative water conservation and efficiency programming; Water resource protection Energy conservation Greenhouse gas reduction

3 KEY RECOMMENDATIONS FROM THE LTWCS Strategy to develop a full-cost recovery conservation oriented water pricing model Consists of two parts: 1. Analysis, evaluation and development of options for water conservation pricing model 2. Develop a public campaign strategy Demonstrate and educate the value of water Establish acceptance and understanding of full-cost recovery conservation oriented water pricing

4 WATER IS Keeping our water safe

5 MARKET RESEARCH OBJECTIVES Gain knowledge and insight Gauge participation Determine means of communication

6 MARKET RESEARCH RESULTS Where does my water come from? I know my Summer Water Use Bylaw! How does my water become safe? I have no idea what my water costs I know water is cheap and that the cost is expected to increase

7 FOCUS GROUP OBJECTIVES Gather information Seek campaign feedback Help guide residents

8 FOCUS GROUP HIGHLIGHTS WHAT DOES WATER MEAN TO YOU? - Essential for life - Important, scarce and precious - Priceless and invaluable - Clean, fresh, safe and tastes good 76% of residents had a positive response to tap water Residents are confident in municipal tap water and feel it s safe

9 SHIFT IN PERCEPTION KNOWING THE IMPORTANCE OF TAP WATER, DO YOU FEEL YOU PAY: - Just the right amount? - Too much? - Too little? 9% CHANGE FROM: I pay too much to I pay just the right amount

10 RESEARCH RECOMMENDS Design a complex public campaign Develop education material Seek financial assistance Implement a three-phase approach

11 CAMPAIGN OUTCOMES Promote the importance of tap water Educate on the delivery of safe and reliable water Increase awareness of true cost of providing clean safe drinking water

12 Keeping our water safe PLAN

13 THREE-PHASE APPROACH 1 UNFREEZE 2 CHANGE 3 REFREEZE

14 1 THREE-PHASE APPROACH UNFREEZE Increase awareness Alter perceptions Show need for change Explain the benefits

15 PHASE 1 ROLL-OUT 1 UNFREEZE Emotional Connection Build on existing programs and initiatives Communicate our water is safe to drink and better than bottled water Show Need for Change and Benefits Consequences of wasting water and impacts on our water systems

16 THREE-PHASE APPROACH CHANGE Reinforce important roles Increase education Highlight York Region

17 PHASE 2 ROLL-OUT 2 CHANGE Education Move to broad theme Water is Life Demonstrate the sacred connection between humans and water Highlight York Region s role

18 THREE-PHASE APPROACH REFREEZE Create call to action Encourage participation Lead a new WATER MOVEMENT Congratulate residents for a job well done

19 PHASE 3 ROLL-OUT 3 REFREEZE Call to Action Grab residents attention and get residents excited for change Shift conventional understanding that Southern Ontario has an abundant supply of fresh water Provide leadership, incentives and measure and report in engaging ways

20 PHASE 3 ROLL-OUT 3 REFREEZE Good News Promote stories of changed behaviours Provide tools and support to inspire Showcase what others are doing to protect and conserve our safe, reliable drinking water today and for future generations Inspire others to do the same

21 THE CAMPAIGN TIMELINE

22 CAMPAIGN Keeping our water safe

23 FOUR CAMPAIGN STREAMS Ecological Health Recreation Infrastructure

24 TELLING STORIES Memory evoking stories Personal stories York Region stories

25 TARGET AUDIENCE Everyone needs water! This campaign will use a variety of tactics to target specific demographics to ensure that we reach everyone.

26 CAMPAIGN ROLLOUT A wide variety of communication tactics: Collect water memories Newspapers Posters Website york.ca/wateris Social Media Video Events Movie Theatres

27 MEASURING SUCCESS The following tools will be used to measure success: Tracking surveys Social Media Event attendance Website hits Print circulation Wonderlist eblasts Partnership reports Movie theatre attendance

28 CONCEPTS Keeping our water safe

29 PHASE 1 Water is SHARING Theme: Recreation Story Method: Call to Action (Collecting Stories) & Memory Evoking

30 PHASE 1 Water is DISCOVERY Theme: Ecology Story Method: Memory Evoking

31 PHASE 1 Water is GROWTH Theme: Infrastructure Story Method: York Region Story

32 PHASE 1 Water is FAMILY Theme: Recreation Story Method: Personal Story

33 PHASE 1 Water is LIVING Theme: Health Story Method: Memory Evoking

34 PHASE 1 -Water is SHARING (Tool Kit)

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37 Water Connections Video

38 NEXT STEPS Keeping our water safe

39 PHASE 1 SHOW NEED FOR CHANGE

40 PHASE 2 - EDUCATION

41 PHASE 3 CALL TO ACTION

42 PHASE 3 GOOD NEWS

43 MOVING FORWARD Search for partnerships and ambassadors Explore creative promotional avenues Determine events Develop education material: Videos Brochures/Guides Presentations

44 QUESTIONS Keeping our water safe