Where's good to swim?
During summer, Environment Canterbury regularly monitors the water quality at more than 100 of our region’s favourite rivers, streams and beaches. The grades are based on guidelines established by the Ministry for the Environment and the Ministry of Health.
In the summer of 2017/18 every regional council around New Zealand had the task of encouraging their communities to engage with the LAWA website for up to date information on the quality and safety of local rivers and lakes for swimming.
The majority of the country ran a campaign focused on ‘Can I swim here?’ We opted instead for a campaign theme of ‘Where’s good to swim today?’. A subtle change that focused on the positives of the monitoring, reporting and researching of suitable swimming spots around the Canterbury region - encouraging people to actively seek out the good spots to swim.
The campaign imagery focused on local people having fun in local swimming spots. This photography became the visual glue for the majority of our campaign collateral. We delivered design, photography, digital advertising, billboards, cinema advertising, radio spots plus on air engagement and competition. At key swimming sites we created signage that educated swimmers and encouraged them to make use of the LAWA website resource.
The Canterbury region drove a 350% increase in site visits to LAWA when compared year on year and provided 37% of all traffic to LAWA. Our region was recognised as being the most positive, engaged and successful campaign across the country.