Creating positive habits in water conservation: the case of the Queensland Water Commission and the Target 140 campaign

Walton, Andrea and Hume, Margee (2011) Creating positive habits in water conservation: the case of the Queensland Water Commission and the Target 140 campaign. International Journal of Nonprofit and Voluntary Sector Marketing , 16 (3). pp. 215-224. ISSN 1465-4520


This case study reports the activities of the Queensland Water Commission (QWC) in securing the water supply for Brisbane and surrounding South East Queensland (SEQ) in response to the worst drought on record. The case focuses on residential water use and examines a three year period from 2006 to 2009. The focus of the study is the interventions of 2007, which centres on the Target 140 campaign. In 2007, the QWC faced with critically low dam levels identified household consumption as responsible for 70% of water use. The eight month Target 140 campaign targeted household users, aiming to change the water use habits of SEQ residents. The campaign achieved not only immediate reductions in water use but also contributed to long term behavioural and attitudinal change. The aim of the campaign was to reduce water consumption from 180 litre/person/day to a target of 140 litres/person/day by the end of 2007. This was achieved with water consumption dropping to an average of 129 litres/person/day during the campaign and saving over 20 billon litres of water. In 2009, despite the drought broken for over a year and the water consumption target lifted to 200 litres/person/day residents were continuing to consume water, on average, less than 140 litres/person/day. The outcome was a capstone result for the QWC, and the Target 140 campaign went on to achieve international industry recognition. This case study demonstrates how attitudinal change, goal setting and feedback were key components of the change strategy and outlines the tactics used during the campaign. Furthermore, the case study discusses these mechanisms for change in terms of a theoretical understanding.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to published version due to publisher copyright policy.
Faculty/School / Institute/Centre: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 20 Jan 2012 03:24
Last Modified: 24 Aug 2014 23:23
Uncontrolled Keywords: water conservation; consumer behaviour; behaviour change; social marketing; protection motivation theory
Fields of Research : 16 Studies in Human Society > 1608 Sociology > 160805 Social Change
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.1002/nvsm.421

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