Water Security Agency

WSA is a relatively new Crown corporation and needed to (pardon the pun) make a splash. To build trust and understanding, they had to bring diverse audiences on board with their mission, despite challenges around reputation and confusion with other water-related agencies.

Through research from Insightrix, newly developed audience personas, and an in-depth discovery session with leadership teams, we gained clarity on where WSA stood and what their audiences needed. This alignment allowed us to build a strategic path forward rooted in shared understanding.

Enhance WSA’s brand recognition, improve public perception, and promote water security and responsible water usage in Saskatchewan.

We developed a creative idea that directly linked positive water experiences to the work of WSA. Drinking from a garden hose, boating on the lake, watching shorebirds; by tapping into nostalgia and emotional connection, audiences could begin seeing WSA with that same sense of positivity and trust.

The idea was strong and flexible. When we needed to pivot toward a more direct, stats-driven message, it adapted easily, giving the client the clarity they needed without losing the hook.

We strengthened service pillars like Ag Water Management, Irrigation, and Economic Development with distinct visual cues, making them easier to recognize and understand. A mix of traditional and digital tactics ensured we reached the right people at the right times, with seasonal creative tailored to audience needs.

Meanwhile, our media team operated under “Price Is Right rules”—monitoring spends closely during the provincial election to maximize budget without going over.

• Over 9.1 million social and digital impressions.
• More than 9,000 link clicks to the website.