By 2023, it was clear to everyone: infrastructure costs money – a lot of money. The energy transition. The heating transition. The railways. Hospitals. Schools. The armed forces. But drinking water?
Just turn on the tap, and this essential liquid comes to us cheaply and in any quantity we need. Or does it? In fact, there is a complex and sensitive infrastructure behind it too.
To provide communications support 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 communications work to raise awareness of the project among the general public and local politicians and to secure their approval for the urgently needed investments.
The current situation
The Lake Constance water supply faces a historic challenge: the entire infrastructure that supplies 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 project “Zukunftsquelle. Water for Generations” 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 increased significantly.
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."
Magdalena Klemm
+49-911-530 63-116
mkl@kaltwasser.de
https://www.linkedin.com/in/magdalena-klemm
