Water Conservation: Sustainable Development in an Urban City State

PUB’s TV commercial focuses on “why” we need to save water instead of “how to” save water. By tapping on the emotional side of the general public, the company hopes to escalate people’s awareness and commitment on water conservation to the next level. Based on a conversation between a young child (signifying generations to come) and his father. "Ah boy" demonstrates an understanding on good habits of water usage to remind listeners curb excessive water consumption in any typical day to day activity. But to "Ah boy", to treasure our water resources is a habit of a lifetime which his "Ah Gong" has instilled in him. "Ah Gong" means grandfather in hokkien dialect, one of the languages spoken in Singapore.