Conservation Law

Challenge:

Average water consumption should be around 150 liters/day per person, Qatar's was 675 liters.

Electricity consumption in the country increased by 12% every year, being responsible for the world's highest per capita carbon footprint.

Residents either didn't pay for resources or had it subsidized, so not even heavy fines proved capable of changing their behavior.

Still, tarsheed had to raise awareness about the issue and the law

Insight:

Since wasting became a habit, it was time to show that bad habits could hurt not only people's wallets but also their peace of mind.

Solution:

We identified the three main wastage issues (unattended leaking pipes, outdoor lights on during the day, and water wastage through excessive car wash) and transformed them into living creatures: an old, rusty pipe, a needy lamppost, and an overly helpful hose.

Then we used the characters to start a conversation highlighting the problem, presenting the consequences and offering simple solutions, adapting our message across each

Results:

Decreased per capita water consumption leading to 4,763,368 m3 of water saved, equivalent to fill with water 4,75 Empire State buildings.

Decreased per capita electricity consumption leading to 190,534,720 kWh of electricity saved, which could light up the Eiffle Tower for 328 years and 6 month - equivalent to 113,947,234 kilograms of carbon emission prevented from entering the atmosphere.

Increased engagement and social responsibility as 25% of actual fines are due to reported complains, with fines decreasing by 25%.