From Slogans to Dreamdori Characters and Short-Form Videos
Promotional Strategies Tailored to Each Generation
Daejeon City is working to improve public perception of its tap water by leveraging key content such as the development of characters like "Dreamdori Drinking Tap Water" and the production of short-form videos, marking an innovation in communication.
Daejeon tap water has proven its top quality through objective achievements, such as being rated "Best" for four consecutive years in the Potable Water Disaster Management Assessment and "Excellent" for eight consecutive years in the International Proficiency Test for Water Quality Analysis.
First, through an internal staff contest, the city selected the slogan "Tap water you can trust and drink, the pride of Daejeon" as its representative phrase. The city plans to develop a new design and update the signs at its headquarters and 10 branch offices.
This initiative is expected to both clearly communicate the safety of tap water and foster an environment where citizens can confidently drink it.
Additionally, the city has chosen the unified banner phrase, "Any inconvenience is temporary; we will reward you with even cleaner tap water!" This slogan will be used on banners at road construction sites, such as those undergoing old water pipe replacement, where citizens may experience inconvenience.
Furthermore, the city has utilized "Dreamdori," Daejeon's signature character, as the mascot for its waterworks. By redesigning Dreamdori as "Dreamdori Drinking Daejeon Tap Water (it's 水)," the city has made the image of its waterworks even more approachable and friendly.
Going forward, the city plans to actively use this character for merchandise and a variety of promotional campaigns, expanding engagement with citizens and enhancing the effectiveness of policy promotion.
Moreover, as part of its social media outreach targeting the 2030 young generation, the city has produced short-form videos titled "Why Daejeon's Water Rates Are the Lowest in the Country" and "Daejeon Tap Water Is Drinking Water."
The 59-second videos, featuring a news anchor, deliver the core message that "clean source water, thorough water quality management, and scientific purification technology" are what make Daejeon tap water high quality.
Lee Jongik, Head of the Waterworks Headquarters, stated, "We will focus on increasing the drinking rate so that tap water serves not just as a utility but as a vital resource that can be safely consumed."
He added, "With the renewal of these promotional materials, we will continue to fulfill our responsibility as the leading tap water public enterprise in the Chungcheong region, covering Daejeon, Sejong, and Gyeryong, by providing the lowest rates, the highest quality, and a stable supply."
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