(11)National water-saving campaign

Sabeel

Showcase concept

“لكل قطرة سبيل — Every drop has a way.” A national water-saving campaign built on the sabeel, the public fountain offered to every passer-by — key visuals, out of home, smart-meter nudges, a schools kit and a 30-second film.

Client: Sabeel
Year: 2026
Discipline: Advertising & Performance Campaigns
Scope: Government · Public campaign · OOH · Behaviour change · Schools

(01)The challenge

Water-saving messages usually scold or frighten, and people tune them out.

The authority wanted a campaign that speaks with warmth and respect, changes small daily habits at home, in gardens and at the mosque, and reaches children as well as households.

(02)Our approach

We turned the sabeel — a symbol of generosity — into a drop-shaped arch and a single line: “لكل قطرة سبيل”. Three key visuals cover the tap while brushing, drip irrigation at dawn and a gentle flow at ablution, treated abstractly and respectfully. The campaign runs across 24 out-of-home formats and a water-bill insert, nudges inside the smart-meter app with a 30-day challenge, a “Water Detectives” schools kit, and a 30-second film with six cut-downs.