new mexico water collaborative

Target audience

Local coalitions, municipal water authorities, general public

Media

Out-of-home (traditional and digital)

Key objectives

Water management peaked in urgency when the New Mexico Supreme Court upheld critical authority for the State Engineer to enforce priority water rights and encourage shortage-sharing frameworks. Concurrently, various local coalitions and municipal water authorities launched public awareness campaigns centered on "virtual water" and tracking household metrics.

Problem

The New Mexico Water Collaborative Campaign was part of a regional water conservation initiative and landmark regulatory shift aimed at combating the state's extreme drought conditions. The shocking statistical campaign was call to action for New Mexican's to observe, understand and mind their water usage.

Solution

The illustrated, clean and simple design focuses on the typography and hero icons to illustrate the average total volume of freshwater used to produce goods, food, and services consumed. It is divided into direct use (showering, flushing toilets) and indirect/virtual use (the water needed to grow food or manufacture clothing).

Creative Roles

Creative Director