Water Assistance Ads

Client: Philadelphia Water Department
Project Date: 2021–2022

Advertising campaign focused on getting eligible Philadelphia Water Department customers to sign up for assistance with their water bills.

Loosely inspired by early twentieth-century Constructivist art, these ads highlight real Philadelphia Water Department employees who work in the contact center. The goal was to reduce the stigma associated with needing financial help; pairing clear copy with a friendly and genuine face helped to find that balance.

The campaign included ads developed for many different sizes across public transit in Philadelphia.

To reach a broader audience, print and digital ads were created for Al Dia. These ads were transcreated with Spanish-speakers to best communicate the messages with Philadelphians who speak Spanish.

Project Credits:

Creative Director - Rick Orlosky
Senior Graphic Designer - Herbie Hickmott
PWD Contact Center Photography - Sahar Coston-Hardy