Domestic Wastage of Water.
Introduction
The idea is very simple yet effective in a sense that this is basically a public service message, specifically targeted to the general public living in Pakistan. We at Water Wise are trying our bit to save water for future. According to a research by the year 2030, there will be a World War of all countries for water, at that time people won’t fight for oil and land but only for water. So, keeping in mind that the ground water level is decreasing with every passing day we all should think seriously about it, because it is for the welfare of us. The main objective of Water Wise is not to restrict the use of water, but to reduce the wastage of water. This is the key efficiency of saving water, and make our planet and people living around happy. About one third of the water each person uses on a daily basis is wasted – it runs straight down the plughole or down the toilet without being used. It is this wastage we want to cut down. This is a public service message for the cause of saving water. Saving water will not only save the environment, but if you are on a water meter it will save you money on your water bill, and it will save you money on your energy bill if you reduce your hot water consumption. This is all about saving water for a safe future of ours.
I’ll meet people from different walks of life, and I’ll know how much water on average they use on daily basis. Then I’ll meet people from Water Department i.e.WASA, and know about the exact consumption of water on daily, weekly, bi-weekly, and monthly basis. I’ll also know what these people are doing for saving water for our safe future, because these people are indirectly responsible in the wastage of water, as they are the regulatory authority. The people which will work in my advert will be the general public, who are using water and then wasting it. I’ve a plan to shoot directly while they are wasting water, everything in my advert. Will be real and facts based. No professional actors will be hired for the making of advert. As it won’t make any big impact on the target audience, what will work is showing people wasting water.
Title of documentary

“Water Wise--- Save Water For Life.”

Objectives * Up to 60 percent of the human body is water, the brain is composed of 70 percent water, and the lungs are nearly 90 percent water. * About 83 percent of our blood is water, which helps digest our food, transport waste, and control body temperature. Each day humans must replace 2.4 liters of water, some through drinking and the rest taken by the body from the foods eaten. * According to a survey report, a running tap uses 6 litres of water a minute, a shower can use anywhere between 9 – 45 litres per minute, a hosepipe uses as much as 1000 litres per hour. * Toilet flushing accounts for 30% of our daily water use – with old toilets using as much as 14 litres per flush compared to new dual flush models which use as little as 2.6 and 4 litres per flush. * Fixing a dripping tap can save as much as 5000 litres a year – if everyone in the Pakistan fixed their dripping taps we would save enough water to supply 120,000 for one day. * Keeping in view all the above mentioned facts and figures one can imagine how much water we are just wasting on daily basis. So, my objective is to stop wasting without restricting the use.
Target audience
I will segment my target audience in one section that will be the middle and lower middle class in this class as per our survey conducted results people don’t have as much awareness regarding the proper use of water, because they are unaware of the fact that water resources are decreasing with an alarming speed. Our target audience will be people from age 18-40 because people falling in this age group are the most users of water no matter of what gender they are, we are giving equal priority to both male and females. As majority of people are from this status class so our main focus will be people of this class. My primary market is the people who are unaware and misuses water. My target is to make them aware, and save water. Domestic water users include home users. People are wasting water in homes so our primary target market will be the home users.
Central Idea
The main theme is to save water in every possible way for our safe future. Every bit of every person matters a lot not a single individual can make this possible, so I will be targeting masses in my advert.
Language
The language which I will use will be English for text on screen, and a soft music in the video background but no language will be spoken in my advert. Because I believe in actions rather than just speaking words.
Target Market
My target market will be on the general public of Pakistan, which includes people from all social classes but specifically people from middle and lower middle class will be our main focus.
Duration
The length of advertisement will be approximately 2 to 3minutes.
Budget:
The cost making the advertisement is around PKR 5,000 to 7,000 as I’ll not hire any professional actor I’ll shoot the general public while doing their normal works so it’ll definitely reduce the cost of advertisement.