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 theADB websites