Impact stories need numbers

Big poster, big text, big message.

“Together Auckland” are running an outdoor campaign telling the city they’re improving water quality and increasing waste water capacity.

They’re obviously working hard to improve the waste network in a city with a growing population but I end up with the overriding thought that the waste network is overrun and water quality is poor.

While the intention is to share the good work I’m left with the overriding impression that the problem is still big.

While the first word is a positive one. Improve. Increase. It’s immediately followed by what’s bad and that’s my lasting impression.

The copy could have been more creative and more positive.

I think a number would have been a more impactful way to articulate their sustainable story. How much more it’s improved or waste water capacity increased by.

Eg: waste water capacity improved by 50%

What do you think?