Pezhman Taherei explains how in the face of climate change and recurring droughts, Iranian water authorities are redefining how they communicate with customers.
Tehran, Iran, now officially designated a ‘water-sensitive city’, has become a case study in urban water management. The ‘20×30 = 600 Litres’ campaign, launched in spring 2025, exemplifies a multi-stage, multimedia approach to public engagement. The campaign’s core message is simple yet powerful: if every citizen saves at least 20 litres of water daily, collectively 600 litres of water would be saved per person each month. Educational content is at the heart of the campaign, delivered in accessible formats, such as PDFs, infographics, images, and short videos, alongside interactive competitions, incentivising participation with prizes.
“By using water-saving devices and simple behavioural changes, we can reduce consumption by up to 30%,” says Mohsen Ardakani, CEO, Tehran Province Water and Sewerage Authority. “With only a 20% reduction, we can save 350 million cubic metres annually, equivalent to 1.5 times the capacity of Amir Kabir Dam, one of the raw water resources of Tehran. This is not just a necessity – it’s a collective commitment to adapt to our new climate reality.”
Digital tools and gamification
Bushehr Province has taken a pioneering step by launching ‘Aabiane’, a mobile game designed to teach water-saving behaviours to children aged 5-11. This video game simulates real-life water management scenarios. Players take on the role of everyday citizens, making daily decisions about water use in tasks like washing, cleaning, and gardening.
The game’s mechanics are rooted in behavioural science and educational psychology, rewarding efficient water use with in-game currency and city-building opportunities. Leaderboards and progress reports foster a sense of community and healthy competition among students, while also providing families with feedback on their collective impact.
Ali Bardestani, CEO, Bushehr Province Water and Wastewater Company, says: “We realised that to change behaviours sustainably, we must start young. ‘Aabiane’ is more than a game – it’s a tool for building decision-making skills, raising awareness about the water crisis, and promoting resource management at home and in schools.”
Both of these initiatives prioritise digital tools and two-way communication. Citizens are encouraged to share feedback, report challenges, and suggest improvements via online platforms and in-app features. This open dialogue not only builds public trust but also enables authorities to refine their strategies in real-time.
The results are promising, revealing increased awareness, measurable reductions in household water use, and a growing sense of shared responsibility. Notably, the campaigns have succeeded in reaching groups that are traditionally hard to engage, such as children and adolescents.
A blueprint for global replication
The experiences of Tehran and Bushehr illustrate the power of combining traditional media, digital tools, and gamification to drive water conservation. By focusing on youth engagement and fostering a culture of feedback and collaboration, these initiatives offer a replicable model for water authorities worldwide.
As climate pressures mount, the IWA Public and Customer Communications Specialist Group encourages utilities everywhere to invest in creative, inclusive, and interactive communication strategies – empowering the next generation to become committed water guardians.
The author:
Pezhman Taherei is a Management Committee Member of IWA’s Public and Customer Communication Specialist Group, a Management Committee Member of IWA’s Small Water and Wastewater Systems Specialist Group, and a Board Member of the Supreme Council of the IWA of Iran.
