Water Angel is a campaign to encourage young adults attending university to drink water during a night out at the local bars, pubs and clubs.
West Sussex County Council wanted to promote the health and wellbeing of young adults at university. The main message they had struggled to engage was the promotion of drinking water alongside their alcoholic drinks.
With a previous campaign failing, it was crucial to understanding why it wasn't working. Instantly I found that the messaging felt wrong, and the campaign's visual styling felt out of touch with its audience.
Messaging was crucial, rather than the messaging demonised alcohol. I crafted a different approach that promoted the benefit of drinking water alongside alcohol. Visually the campaign needed to feel completely different, so I created an identity to enable to allow the messaging to evolve visually.
The new launch was a fantastic success, and the campaign has been rolled out to other universities and colleges across Sussex.