Article by Ammaarah Martinus and Faisal Naru: “In March 2018, the metropolitan government of Cape Town, on South Africa’s Western Cape, announced that it had avoided “Day Zero”—the day the dams supplying the city would have reached 13.5 percent capacity, the point at which the water supply to most of the city would be turned off. Earlier in the year, the city had been forecast to hit Day Zero on April 22, 2018.
Fortunately, it didn’t come to this. The city managed to develop a successful water savings campaign which stopped the taps from running dry in Cape Town. Had this not occurred, residents would have had faced severe restrictions on water use and their daily habits would have been upended. For instance, they would have had to visit water collection sites to service their basic needs.
The city’s bold and comprehensive communication strategy around Day Zero, which focused on changing behaviors and implementing clever nudges, was a big part of the success story. Here’s how it unfolded….(More)