Principals develops campaign for Australia’s water industry bodies

By AdNews | 17 November 2023

Branding design agency Principals has created an Employee Value Proposition (EVP) and a nationwide careers campaign for the Water Services Association of Australia (WSAA) and AWA (Australian Water Association).

WSAA is the industry body supporting the interests of public and private organisations providing water and sewerage services across the country while the AWA is the country’s national peak water organisation.

The two organisations engaged Principals to help elevate the profile of the urban water industry as a vital place to work, to help attract and retain talent.

WSAA’s executive director Adam Lovell said WSAA needed to help its members to attract new talent and remind those who work here of the importance of what they do.

"As an industry, we deliver the most precious resource and solve critical problems for health, environment and the community," he said.

Through a collaborative process, Principals worked with WSAA to engage water industry members and test target segments creating a bold, unifying and compelling EVP and campaign.

A diagnostic analysis identified the differentiators, compelling opportunities and target talent segments for the industry which led to the core idea of ‘Leaders By Nature’.

This idea encompasses the opportunities for all in the water industry and how people can make a positive impact for themselves, their communities and the world around them.

The core EVP idea extended into a campaign that would act as a beacon for talent. From this process, the tagline/idea and narrative - 'Water careers, fresh ideas' – evolved.

Visuals and key messages combined to share the stories of people already working in the water industry with a powerful call to action.

A bold and dynamic colour palette, typography and visuals reflect the unique visual language of water as the campaign encourages people to dive in and look at water from a different perspective.

Principals employer brand director Claire Gallagher said using an Employee Value Proposition as the basis of the work and featuring people who work in the industry gives the campaign multiple functions.

"It creates a sense of pride for those who already work in water while attracting talent – two important goals in today’s highly competitive talent market," she said.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus