The Consumer Council for Water (CCW) has published ‘Gloom and Bloom: Measuring emotional engagement with water-saving messages’

It explores different emotionally stirring water-saving campaign videos, from positive and uplifting (Bloom) to serious and startling (Gloom), to better understand how people respond to these messages.

The insights from this report will help to shape future campaigns and messaging strategies aimed at heightening awareness about the pressing need to reduce water consumption. One of the report’s key findings is that ‘gloom’ messages are best used to convey a sense of urgency (why to change). ‘Bloom’ messages work well when showing practical information and empowering people (how to change). An ideal structure would balance both types of messages.

The report also looks at the art of crafting impactful conclusions for videos, recognising that a strong ending that resonates with the viewer can significantly enhance its effectiveness.

Read more and download the report here.