A basic right of a precious resource? – Community attitudes to recycled water

Our client, a leading Australian environmental resources body, was looking to develop a national communications strategy around water production. The issue of water in Australia is highly contested, broadly misunderstood and difficult to navigate for those with a responsibility to manage it. Until the last ten years, essentially unrestricted access to water in the home was viewed as an Australian birthright for those living in the cities.

Ogilvy Illumination developed and administered a large scale quantitative nationally representative survey of Australians. This included drafting research questions and message testing. We also conducted a qualitative research program around the country in metropolitan cities and regional towns, with various climatic conditions, on attitudes towards various water demand- and supply-side issues.

Ogilvy Illumination analysed the quantitative and qualitative results producing a detailed report and presentation to our client and their stakeholders. The results have been presented to senior staff within our client organisation and shared with the organisation’s members and stakeholders through a written report and a webcast recorded by Ogilvy Illumination Research Director Simon Webb. The findings of the study have been incorporated into a national awareness campaign.