She’s pink, she’s bubbly, and she’s PUB’s new mascot to champion water sustainability in tandem with Singapore’s beloved blue droplet, Water Wally (who was first introduced to the public on 4 August 2005).
Well-travelled and social media savvy, Water Sally’s introduction is part of National Water Agency PUB’s latest efforts to reach out to younger Singaporeans and communicate the all-important message – that water is precious – in new and exciting ways across different mediums amid a changed global landscape.
With topics such as climate change and water sustainability garnering more awareness across the world, it is crucial that PUB’s messages on water conservation resonate with the young and get them thinking early about individual responsibility of saving water.
“We are excited to introduce Water Sally as part of our Water Conservation Campaign. Just like Water Wally, she is a water champion and together, the dynamic duo will influence positive behaviour in the younger generation and help them be more aware of how climate change is affecting our water sustainability,” said Cindy Keng, Director, 3P Network, PUB.
Singaporeans can expect the blue and pink smiling water droplets to make frequent online and public appearances over the coming year, as they strive to inculcate positive water usage habits among Singaporeans – especially school-going children and youths. They will also spark new conversations around water sustainability and the impact of climate change in Singapore.
Campaign kicked off with animated short film
The public was given a first look at Water Sally when teaser posts were released on PUB’s social media platforms in early December. Water Sally was finally unveiled in an animated short film, Dear Water Sally where Water Wally pens a heartfelt letter to his younger sister, who is studying overseas. He reminisces about the good work they had done together on their past adventures, including the floating solar farm at Tengeh Reservoir. Dear Water Sally can be viewed on PUB’s Facebook, Instagram, and YouTube.
The story in Dear Water Sally unfolds against the backdrop of the uniquely naturalised Kallang River meandering through Bishan-Ang Mo Kio Park. The well-loved otters also make an appearance, alongside other critters, to celebrate Water Wally and Sally’s reunion. A hint of nostalgia and local flavour can also be found in the subtle nod to the iconic National Day Parade song “Count on me Singapore”, which is woven into the film to endear to the young and old alike.
Integrated campaign roll-out with exciting contests
In lieu of the new year, Water Wally and Sally have also invited the public to make a 2021 Water Resolution and changing their profile pictures on Facebook. Individuals with the most creative water resolutions will win McDonald’s vouchers.
The public can also look forward to a fun Instagram Filter Game contest on 11 January where they blink to save water droplets with Water Sally. The game can be played on single-player mode or they can even challenge their friends and families on multi-player mode. The top scorers who share it on Instagram and Facebook with the hashtag #medcwallysally will walk away with prizes.
Look out for outdoor posters, PlayLive! Screen interactive adshels, wholly painted buses, and billboards that bring to life Water Sally’s bubbly character as she teams up with Water Wally to raise awareness on the value of every drop. Those who snap a photo and share it on Instagram and Facebook with the hashtag #medcwallysally stand a chance to win exclusive prizes.
A new fun club for children
For the first time, PUB is launching the Water Wally and Sally Club – the only water-themed club targeted at children 12 years old and below. They will learn about climate change and water-related topics through fun and exciting activities and special events. Members will also enjoy privileges offered by merchants popular with children.