Amman, Jordan - Millions of Jordanian citizens, and thousands of Jordanian organizations stood in support of the nation’s water scarcity issue following the launch of a unique linguistic campaign from Miyahuna. In collaboration with Memac Ogilvy, Jordan’s water utility organization removed the dots or drop-like elements from the Arabic spelling of logos, altering their meanings, and therefore highlighting the importance of a few single drops.
The campaign, named Don’t Underestimate the Drop, racked up almost 50 million impressions during the teaser phase alone, which went live on July 28, 2019.
As the most water scarce country in the world, Jordan has been suffering from a lack of water security due to limited water resources, irregular rainfall patterns, and climate change, intensified by a growing population. The per capita water consumption is approximately 100 cubic meters per year, well below the global poverty line of 1,000 cubic meters per year. Despite this fact, Jordanians are consuming twice the amount of water available from renewable water sources, placing immense stress on the nation’s reserves. This makes awareness of the importance of even the most miniscule water usage absolutely crucial for the Kingdom.
Endeavoring to raise such awareness through facts about the country’s water sources, Miyahuna’s teaser campaign cleverly manipulated the Arabic word for ‘drop’, playing on the fact that the word for ‘drop’ is the same as the dots used adjacent to some letters. By leaving out the dots, the phrase becomes challenging to read while cleverly illustrating the value of a ‘drop’. Stirring up suspense within the Jordanian community, several tier-one print and online publications dropped the ‘dots’ from their logos while organizations, companies and citizens re-crafted their Arabic logos and names without ‘dots’. The hashtag #__ became a nationwide trend generating 46 million impressions organically. The teaser phase of the campaign was followed by detailed information and facts, and practical ways people save water.
“The campaign was overwhelmingly successful in highlighting the significance of preserving water resources in Jordan, a country known to be one the most water-stressed countries in the world. We are aiming to create awareness and encourage citizens to conserve water through adopting simple behaviors. We are extremely delighted to see millions of Jordanians in addition to hundreds of organizations supporting the campaign. At Miyahuna, we hope that this campaign is a continuation to a promising phase of people standing together behind a national cause,” said Communications and Water Awareness Unit Head at Miyahuna Company Mr. Orwa Al Falayleh.
On his part, Mohammad Kamal, Managing Director and Creative Director at Memac Ogilvy - Jordan, expressed, “We are honored that the Jordanian water utility, Miyahuna, has placed their trust in us to tackle a vital issue resonating within our beloved country.” Kamal continued, “Social media and media in general have become an integral part of our everyday routine, while language is essential to every aspect of interaction and communication. We therefore hoped that fusing this inspiration with the campaign’s ultimate aspiration would eventually stir up sentiment within the Jordanian community in a unique way.”
The campaign was launched in collaboration with the Ministry of Water and Irrigation, the Water Authority of Jordan, and Greater Amman Municipality, with the support of USAID through its Water Management Initiative Project.
To learn more about the campaign, please visit:
https://www.facebook.com/MiyahunaJO/
https://www.instagram.com/miyahuna.jo/
© Press Release 2019Disclaimer: The contents of this press release was provided from an external third party provider. This website is not responsible for, and does not control, such external content. This content is provided on an “as is” and “as available” basis and has not been edited in any way. Neither this website nor our affiliates guarantee the accuracy of or endorse the views or opinions expressed in this press release.
The press release is provided for informational purposes only. The content does not provide tax, legal or investment advice or opinion regarding the suitability, value or profitability of any particular security, portfolio or investment strategy. Neither this website nor our affiliates shall be liable for any errors or inaccuracies in the content, or for any actions taken by you in reliance thereon. You expressly agree that your use of the information within this article is at your sole risk.
To the fullest extent permitted by applicable law, this website, its parent company, its subsidiaries, its affiliates and the respective shareholders, directors, officers, employees, agents, advertisers, content providers and licensors will not be liable (jointly or severally) to you for any direct, indirect, consequential, special, incidental, punitive or exemplary damages, including without limitation, lost profits, lost savings and lost revenues, whether in negligence, tort, contract or any other theory of liability, even if the parties have been advised of the possibility or could have foreseen any such damages.
