Turn it off Bob

The 'Turn it off Bob' campaign by Sydney Water employs a narrative approach to encourage water conservation, specifically targeting household water usage in showers. The campaign’s core proposition emphasizes responsible water consumption by highlighting common everyday habits that contribute to unnecessary water waste. Through a relatable scenario—transforming a shower into a sauna—the campaign underscores the value of turning off water when it’s not in use, promoting mindfulness around water use without relying on guilt or alarmist messaging. Strategically, the campaign leverages humor and a conversational tone to engage the Australian domestic audience, making the message more accessible and memorable. The use of a character, “Bob,” personifies the behavior Sydney Water wants to address, making it easier for viewers to identify with and reflect on their own habits. By positioning the campaign within the government sector and focusing on practical, actionable steps, it aims to influence everyday behavior in a straightforward and repeatable way. The timing and media choice—a filmed narrative asset on YouTube—allow for broad reach and shareability, tapping into digital consumption patterns, especially among homeowners invested in household and garden upkeep. This strategy indicates an understanding that behavior change in water use is most effective when communicated through familiar, relatable contexts rather than abstract warnings. Overall, the campaign’s approach integrates an insight into common household routines with creative storytelling to foster a simple yet impactful call to action: turn off the water to conserve this essential resource.

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. The Sydney Water campaign "Turn it off Bob - Shower" transparently revolves around spotlighting a familiar water wastage issue—someone famously overstaying in the shower ("why turn your shower into a sauna?"). The campaign title directly addresses a character (“Bob”) who symbolizes this common behavioral problem, and the narrative format uses this situation to highlight the negative (wasting water) before urging corrective action (“Turn it off, Bob”). No direct demonstrations, symbolism, testimonials, or competitive contrasts are evident; instead, the ad dramatizes a recognizable societal problem and suggests the solution through behavioral change (turning off the shower). This clearly aligns with Format #2, as the structure is problem-first, resolution-second, prompting viewers to rethink their habits.