Crafting Impactful Water Conservation Campaigns: A Design Framework for Advertising in Jordan Exploring Behavioural Insights and Cultural Relevance for Sustainable Impact

Abstract

The scarcity of water poses a significant challenge for the country of Jordan which is one of the most water-deprived countries in the world. Addressing this challenge requires a dual approach consisting of infrastructural solutions and a shift in public behaviour and attitudes toward water conservation. This study proposes a design framework for creating effective advertising campaigns which foster sustainable water use practices. To achieve its objectives, the framework emphasises culturally relevant and region-specific approaches by incorporating insights derived from behavioural change theories, empirical research, and local contexts. This research identifies key factors influencing water conservation behaviours via the adoption of a mixed-methods approach that includes a literature review, surveys, interviews, and focus groups. It integrates principles from social advertising and behavioural science (such as the Transtheoretical Model and Social Cognitive Theory) to inform its campaign design. Additionally, this research highlights the importance of hyper-localisation, culturally resonant symbols, and a strategic mix of direct and indirect messaging to ensure that the campaigns resonate with diverse audiences. The proposed framework provides strategies for crafting visually engaging, emotionally impactful, and action-driven advertisements while advocating for the use of a combination of traditional and digital media to maximise reach and engagement across different demographic groups. Furthermore, this study emphasises the need for stakeholder collaboration and continuous feedback mechanisms to refine and improve campaign effectiveness. This research provides practical recommendations for Jordanian policymakers, advertisers, and water conservation strategists and makes significant contributions to the field of environmental advertising.

By addressing the current gap between awareness and actionable change, the framework will support sustainable water use practices and address the pressing water crisis in Jodan.