Are advertising campaigns for water conservation in Latin America persuasive? A mixed-method approach

The United Nations 2030 Agenda for Sustainable Development calls for an urgent reduction of global water footprint. Communication is crucial to respond to this call. However, most water conservation communication campaigns use the knowledge deficit model and overlook persuasive techniques. This paper presents a mixed-method approach consisting of exploratory sequential qualitative (content) analysis followed by a quantitative (cluster) analysis. This approach was used to explore the communication strategies of 95 advertisements promoting water conservation in Latin America. Four widely used persuasion frameworks were analyzed: (1) the elaboration likelihood model (ELM), (2) prospect theory (gains vs. losses), (3) the action framework (i.e., do more vs. take less), and (4) the temporal distance frame. Regarding persuasive characteristics (ELM model), most ads excluded behavioral beneficiaries (58%) and included explicit (60%) and active (52%) messages. Virtually all ads (87%) had a denotative message. Surprisingly, only 3% and 43% of ads used social norms and an authority source, respectively. Regarding the communication strategy, 44% of ads used a loss frame, and 59% focused on the current generation. Cluster analysis was used to classify the sample of ads into homogeneous groups. This analysis leads to a better understanding of the profile of campaigns promoting water conservation. Four advertising profiles were identified: (1) Persuade to act (29%), (2) Motivate without scaring (35%), (3) Raise awareness of water problems (19%), and (4) Warn of water problems (17%). The paper offers a discussion of the implications for social marketers and directions for future research on how to design effective communication campaigns.