The document explores how water companies influence public perception of water's value, emphasizing its connection to childhood memories and identity. It highlights the complexity of people's relationship with water, including environmental concerns and misconceptions about sustainability. The document suggests that merely providing technology and tips is insufficient; instead, it advocates for social campaigns to raise awareness and engagement around the importance of water.

1. Water in
the household
Marcelo Albagli / APR2012

2. Investigation

3. To understand how water
companies influence on
the perception of the (real)
value of water.

4. Visual research

6. Photo: Halssdale-Powell Utility District

7. Contextual interviews
(videos not available due to privacy issues)

8. Cottage in Cambridge
Mark, Fernanda, Sofia, and Fernando

12. Flat in East London
Claudio

16. Service journey

21. Findings

22. There is a strong connection
between the value of water and
(memories from) childhood.

23. Water is highly associated with
pleasure. Dealing with water
means dealing with all of our
senses (taste, smell and so on).

24. People use water to reinforce
and create their own identities.

25. Cleanliness does not refer to
hygiene only, but to how we
communicate and interact with
others as well.

26. Water at the home can not be
set apart from other
services, such as gas and
electricity.

27. People seem aware of the
environmental issues, but can’t
address them without a fear for
their quality of life.

28. There is a lot of confusion (and
assumptions) around the
concept of ‘being green’.

29. Water companies try but are far
from helping users to become
more conscious about waste.

30. Technology
development, financial
incentives and ‘tips about
saving’ will not reduce
consumption alone.

31. 10 Even when metered, people do
not feel empowered to act.

32. Idea Generation

40. Photo: Ardfern, Wikimedia (2010)

41. Photo: C.S.S. Linning& Jetting Services

47. MISSION
To help people realise the
importance (and value) of
water in their lifes.

49. Social marketing campaign

50. How?
By finding and facilitating
‘speakers’, providing them with a
platform for public debate and to
connect.

51. Prototypology

52. Prototype 1: a picnic in the reservoir
Photo:Press Association (The Telegraph)

53. Prototype 2: finding participants

54. thank you