Marketing Excellence Awards 2023 Singapore
Why 50 buildings across the red dot will be turning blue on 22 March

Why 50 buildings across the red dot will be turning blue on 22 March

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Singapore’s National Water Agency PUB has launched its annual “Make every drop count” water conservation campaigns in conjunction with Singapore World Water Day celebrations.

To commemorate the United Nation’s World Water Day on 22 March, over 50 prominent buildings and landmarks across the island will turn their existing lights blue for the signature City Turns Blue initiative in the evening from 18 to 22 March, as a mark of commitment to water sustainability.  

This initiative includes first-time partners like Village Hotel Sentosa, Yishun Community Hospital and Khoo Teck Puat Hospital. Returning for 2023 are also partners such as Singapore Sports Hub, Marina Bay Sands, Millennia Tower, Ocean Financial Centre, National Gallery Singapore, Victoria Theatre and Concert Hall, Marina Square, ION Orchard, Mount Faber Peak Building and Resorts World Sentosa.​​

This year, over 400 partners have come on board to support the water cause and organise water-related activities.

​​​With the theme “Simple actions, sustainable future”, PUB’s water conservation campaign is aimed at reminding everyone to rethink their water use and incorporate good water habits as part of sustainability. 

“We are encouraged to see strong participation from schools, community and corporate partners in Singapore World Water Day 2023, promoting the sustainable use of water from our homes to our industries. Indeed, everyone can play a part in water conservation. Together, our simple actions will contribute to a more sustainable water future for Singapore,” said Goh Si Hou, chief executive, PUB.​

On 18 March, around 1,500 representatives of PUB’s partners participated in a mass ‘Walk for Water’ from Gardens by the Bay East to Marina Barrage.

Various community organisations and businesses will be carrying out water-themed activities to promote water conservation throughout the month of March. For example, retailers such as BEST Denki, COURTS, Gain City and Harvey Norman will be offering discounts on water-efficient appliances to encourage water sustainability within households.

Partners are also rolling out over 70 blue-themed deals and promotions to demonstrate their commitment for the water cause. These include F&B outlets such as home-grown bubble tea chain LiHO Tea, and shopping malls and hotels like orchardgateway, Yue Hwa, Carlton City Hotel, The Westin Singapore, and Capitol Kempinski Hotel Singapore. [Please refer to fact sheet for the full list of partners]

The public are encouraged to join in the water conservation cause, and also take photos at their favourite locations and post them on social media with the hashtags #GoBlue4SG and #MakeEveryDropCount. More information about the various blue deals and initiatives can be found on the "Make Every Drop Count" campaign website.

Last year, as part of its annual water conservation drive, Public Utilities Board (PUB) released a film titled "We can make every drop count".  The film serves to drive home the campaign’s message that everyone can play a part in water conservation, and even simple actions can contribute to securing the country’s water future. The campaign is set to launch on 22 March 2022, on World Water Day. 

Done in collaboration with Tribal Worldwide Singapore, the film is supported by a series of print, OOH, digital, and social advertisements that highlight six simple ways to use water more sustainably. Each visual component incorporates a "smile" to convey the multiple benefits of water conservation for people, appliances, and the environment, among others. 

In 2021, PUB also launched a campaign titled "The climate is changing", which aims to spotlight Singapore’s water sustainability efforts to interrupt the projected impact of climate change. The campaign is fronted by a film featuring alarming, near-apocalyptic footages of global devastation to assert climate change as an imminent threat. It then showcases PUB’s efforts to mitigate climate change through four key areas: bolstering flood resilience, building coastal protection, enhancing water security, and reducing carbon footprint.

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