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Tasmania's identity is deeply intertwined with water. From recreation and agriculture to hydropower and the production of renowned gins and whiskies, water is central to the state's character. However, despite its abundance in appearance, water is not an unlimited resource, even in Tasmania. To address this, TasWater has partnered with Showpony Hobart to launch a new campaign urging Tasmanians to conserve their most valuable natural resource. Callan Paske, TasWater’s Head of Communications and Engagement, highlights a common misconception: “There is a belief in Tasmania that we have plenty of water available, but this couldn’t be further from the truth; Hobart is the second driest capital city in the country.” Adding to the challenge, Tasmanians are among the highest water users nationwide, and the state’s population swells during summer due to tourism. The campaign is designed to raise awareness about the importance of using water wisely. It provides practical water-saving tips while educating the community about surprising facts related to Tasmanian water. The creative approach taps into the strong sense of pride that Tasmanians feel for their state, aiming to empower them to adopt behaviors that make a tangible difference. The campaign reunites the familiar cast from previous TasWater initiatives, continuing the successful “Water, it’s Tasmania’s thing” messaging. Nic Maumill, Creative Director at Showpony, remarked, “It was fun getting the band back together. Having a familiar group helped reinforce the message of ‘save our thing,’ building on the effectiveness of the original campaign.” Claudia Steven, General Manager of Showpony Hobart, also reflected on the shoot, noting that working with both Elke, a standout talent, and Teddy the dog added a charming dynamic to the production. The Save Our Thing campaign will be broadcast across TV, radio, and online throughout the summer, encouraging Tasmanians to embrace water conservation with pride and purpose.
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