Future source:
Campaign for water infrastructure

In 2023, it was clear to everyone: infrastructure costs money - a lot of money. The energy transition. The heating transition. The railway. The hospitals. The schools. The Bundeswehr. But drinking water? Just turn on the tap and the vital water will come to us cheaply and in any quantity. Or is it? In fact, there is a complex and sensitive infrastructure behind it.

To support the communication efforts for the mammoth Lake Constance water supply project, known as “Zukunftsquelle. Wasser für Generationen” (Source of the Future: Water for Generations), the expertise of the agencies Kaltwasser Kommunikation and Carta was enlisted. Together, we were responsible for the strategic communication work aimed at raising awareness of the project among the general public and local politicians, and securing their support for the urgently needed investments.

 

The starting point

The Lake Constance water supply faces a historic challenge: the entire infrastructure supplying drinking water to four million people must be comprehensively renovated and expanded. At the same time, the invasive quagga mussel threatens the supply system. The “Zukunftsquelle. Wasser für Generationen” project aims to overcome these challenges – but this requires the approval of 183 association members.

  • Drinking water supply for 4 million people
  • Historic investments and refurbishment
  • Threat from the quagga mussel

 

The process

To gain support for the project, the “Zukunftsquelle” tour was launched across the association’s territory. The campaign brought the issue directly to the public and created tangible experiences centred on water supply. Through interactive elements such as an information van, water features and a water pipe that visitors could touch, the complex topic was conveyed in an engaging way, breaking down the barrier posed by technical details.

  • “Zukunftsquelle” tour through 10 towns
  • Target groups: Politicians & the public
  • Interactive, emotional approach

 

The result

The tour generated widespread attention and a positive response from decision-makers and the general public. 1,700 visitors attended the ten tour stops, including 37 politicians. Press and media relations reached a potential audience of 2.8 million people, whilst social media reach was significantly increased.

  • 1,700 visitors, 2.8 million reach
  • 30 positive press reports
  • 150% increase in reach on Instagram

 

Award

In 2024, the campaign was awarded the German PR Prize in the Public Affairs category – a testament to its strategic excellence and innovative approach to communication.

  • German PR Award 2024
  • Public Affairs category

Your contact person


"With the Future Source Tour, we have also made the path of water tangible for future generations."</p


Stephanie Kickert

+49-911-530 63-138
ski@kaltwasser.de
https://www.linkedin.com/in/stephaniekickert