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Public awareness about the Yarra River through a media campaign titled “Give the Yarra a go.”

The Yarra basin lies in a drought-prone region of the southern state of Victoria. The state capital Melbourne is positioned at the estuary of the Yarra River, from which it obtains 70% of its water needs.

 

To raise awareness of the importance of conserving the Yarra, a local newspaper, The Age, ran a long-term campaign from 1969 to 1985 under the slogan “Give the Yarra a go”. During the 100th anniversary celebrations of the newspaper in 2006, the Yarra campaign was declared the most successful in the paper’s history. Running a daily article on water during the campaign had a major impact on public awareness and has helped convert Melbourne into a water-sensitive city.

 

This is an excerpt of a case study from WaterWealth, a publication on basin management across Asia and the Pacific. WaterWealth is available for download on the

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