Wastewater Awareness Campaign Reaches Over One Million
Our Caribbean Wastewater Awareness campaign on social media recently concluded with excellent reach and impressions. The animation video “Wata Flow,” created as the centerpiece of the five-month campaign, was boosted on Facebook and Instagram in the three target markets of the campaign—Dominican Republic (in Spanish), Grenada and Jamaica.
The video reached just over 1.13 million unique individuals and recorded over 2.5 million impressions (the total number of times a piece of content is displayed) on Facebook and Instagram over a two-month period.
“Wata Flow” was particularly successful in the Dominican Republic, where it was seen by 745,465 individuals and generated 1,295,254 impressions. Jamaica was next with a reach of 331,745 and 853,827 impressions. In Grenada, the video reached 89,405 and had 388, 944 impressions.
The video was more popular on Facebook than on Instagram. It received approximately 1.75 million impressions on Facebook and just over 500,000 on Instagram.
Fifty-eight percent of viewers were males while forty-two percent were females. Users from 25 to 34 years of age saw the video more than other age groups, followed by users 35-44 years old and those 18-24 years old.
The campaign also included a radio and television campaign in Grenada and Jamaica as well as other social media graphics. Two community engagements were also hosted in Grenada and a special episode of Caribbean Currents Online featured panel discussion on wastewater management in the Caribbean.
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