Harnessing a news event to bust water restriction myths

Pitch developed within an hour of news event

Earned media: Online/broadcast/ print 77 clips

Flower Power reaches an audience of 23 million +  

Following the announcement of level 2 water restrictions (the most stringent in a decade), IMPACT saw an opportunity for Flower Power to educate those in Sydney, the Blue Mountains and the Illawarra region so they could maintain their gardens and plants with what little water was available.

To ensure Flower Power was seen as a go-to-commentator, an advice piece with ready-to-run tips was developed and in the hands of media within an hour of the announcement going live on Sydney Water’s website. 

Coverage ran in top tier targets including The Australian, AFR, Daily Telegraph, Daily Mail, and Better Homes & Gardens (online) as well as a dedicated segment with a Flower Power horticulturalist on Today, Channel 9