Melbourne Water Target 155

Melbourne Water and the Victorian Department of Sustainability are encouraging responsible use of water in homes and industries with an advertising campaign, “Target 155”. Launched in November 2008, the campaign has encouraged Melbourne residents to reduce their daily usage of water down to 155 litres, a goal which has been largely reached through 2009. Consumption levels in 2008 were approximately 180 litres per day in summer and 165 litres in winter.

Rob Greenaway at Abbotsford Brewery in Target 155 print advertisement

Plumber Dave Sturt in Target 155 print advertisement

Rob Greenaway, at Carlton United Brewery, says, “Melbourne’s households use twice as much water as industry. At our Abbotsford Brewery, we’ve cut our water use by 35% since 2001. But what’ll make a big difference to our dams, is if households like yours and mine can keep our showers to under 4 minutes”

Dave Sturt, a plumber, says, “If I can get clean in under 4 minutes, so can you. Actually I take about 3 minutes. And I come home dirtier than most. I know there’s lots of people out there trying to do their bit to save water, but if you know someone who’s still in the shower over 4 minutes, give them a nudge.”

Dam engineer Dale Archer in Target 155 print advertisement

Meteorologist Michael Manton in Target 155 print advertisement

Michael Manton, meteorologist, says, “This drought is unprecedented. It’s a drought that’s been made even worse by climate change. And the seasonal outlook suggests there’s no sign of it breaking in the near future. So everybody’s got to save water. And the best way to do it is by cutting our showers to less than four minutes.”

Dale Archer, Works Coordinator, Thomson Dam, says, “It looks like the dam will start next summer at a record low. So it’s more important than ever to keep our showers to under four minutes, because every 45 seconds over is another bucket taken out of the dam.”


The Target 155 advertising campaign was developed at Grey Melbourne by creative director Nigel Dawson, art director Peter Becker, and photographer Hugh Peachey.