Melanie Marantelli manages Campaigns and Programs at Yarra Valley Water, overseeing the strategy and implementation of marketing programs. Melanie’s team delivered the first joint industry water conservation campaign ‘Make Every Drop Count’ in over a decade. They’re now set to embark on their next water saving project, the ‘Water Watchers.’ Melanie brings over 14 years’ experience in marketing and communications roles, across the public and private sectors and holds a Master of Communications from Monash University.
USING RESEARCH TO DRIVE BEHAVIOURAL CHANGE- THE SUSTAINABLE WAY FORWARD
The use of research in behaviour change programs is often questioned and critiqued, for a number of different reasons. The successful outcomes of a project undertaken by Nature in close consultation with our client (Yarra Valley Water) and creative partner (Thinkerbell), points to how research can be best used as part of the intervention strategy build and validation. This highlights the value that can be derived from segmentation and more innovative research designs, but more importantly speaks to the critically of end-to-end collaboration between research agency and creative agency.