At the World of Water (WOW) charity, our primary objective is to elevate awareness of the ubiquitous nature of water. Central to this project is to establish an International Water Awareness Campus [IWAC] to highlight the multifaceted significance of water.

NOTE:  The following publicity strategy is bound to evolve and adapt as the IWAC grows and its audience’s needs change over time

Publicity:
The WOW charity plans to reach global audiences through a variety of public engagement strategies. Our publicity will highlight the universality of water and engage individuals from different cultures and backgrounds. Our goal is to create a water-focused movement that encourages everyone to take action to protect this vital resource.

In order to reach a wide audience, the WOW charity will use a Late Night ‘live on air’ Lounge to encourage global dialogue.

Unleashing the Splash:
Our palette of publicity will create a wide variety of dynamic promotional content. We plan to curate, film and showcase pop-up exhibitions, eye-catching displays in unexpected places and networking events. And with a mix of podcasts, press releases, blogs, vlogs, meet-ups, social media campaigns, and immersive exhibitions, we aim to generate cross-platform interest and conversation about water and its care.

Our publicity material will include downloads, ‘on location’ water heritage QR / Bar codes (Museum Without Walls project), moving to unobtrusive image recognition and geolocation apps..

Themed Publicity will include:

1. Point of Splash (POS): Small colourful guest-displays in public areas that invite enquiry about their specific location and its water connection/s.

2. App-tivating Adventures: Digital voyages, eg. WOW Water Walks,  using immersive storytelling apps, eg. “how the Giant’s Tap tops up the Sea level whenever it’s getting low.”

3. Hosting ‘Face-to-Facebook’ community meetings offline to hear and relate to community water issues.

4. Press-Release-Interact: Sending regular invitations for guest editors to get around the WOW Campaign Planning Table with young newsmakers to help promote their personal water-related stories across the World’s media landscapes.

5. Exhibition Behind the Scenes: Inviting the curious to take a look around every corner of our archive to find dimensions of water importance and fun “that the ‘app-less’ can only dream about.”

Online v. Offline
To promote the IWAC project, we’ll use a watery mix of online and offline channels. From social media to local networking, our goal is to ensure clear and consistent messaging reaches our audience.

In a world increasingly saturated with automated content, we’ll be balancing traditional, real, live, face-to-face communication methods with our digital platforms, using handmade eye-catching posters, community podcasts recorded at the WOW Field Centre, and on location, to get our message across.

While we’ll feed our online presence at Instagram, YouTube, WordPress and X/Twitter, the ‘food’ will be ‘home-cooked’, literally (in part) in our Kitchen Studio, and our focus will be on our face-to-face interactions as these will stand out as ‘the genuine stuff’ in the eye of the coming AI storm as faux organisations, avatars and fly-by-night businesses proliferate.

Quality will be our priority as we foster meaningful engagement and impactful outreach.

Quality of life, for all waterlife, including humans, is our key to healthy survival.

Update ref:  iwac/a1