Choose Tap a movement created by Yarra Valley Water, is dedicated to raising awareness about the impact single use plastics have on our world. Embraced by councils and a multitude of entities, the Choose Tap brand plays a crucial role in collaborative efforts to reduce plastic waste. We were tasked with creating a cohesive and easily accessible social media presence, offering a consistent platform for the marketing team. Entrusted with amplifying the reach of the Choose Tap movement, we crafted an efficient and user-friendly strategy to contribute to the ongoing mission against plastic pollution.

A year-long social planning journey unfolded, building upon on the established Choose Tap brand. Drawing from Choose Tap’s core brand pillars and dividing content across five distinct categories, we integrated imagery, icons, graphs, text, and external content to make the water saving message ripple through feeds effortlessly.

We created a social plan that leveraged brand pillars to create messaging that was on-brand, on-topic and empowering. Relevant timely alignments were researched and included, giving viewers a range of events and like-minded ways to engage with a more sustainable future.

The work is about more than just refreshing feeds though, it’s about encouraging sustainable water and drinking habits through captivating and educational content. We armed YVW with a trove of best-practice examples, data, templates, and content, maintaining the essence of Choose Tap while easing the social media workload.

By instilling an ongoing and regular social presence, Yarra Valley Water's social makeover isn’t merely a splash but a ripple effect, fostering a community committed to a sustainable future – one tap at a time.