CONCERN the community could get bored with water restriction advertisements has driven a new council campaign.
Advertising fatigue happens when the audience loses interest and campaigns become less effective, and after nine months on Level 5 water restrictions Tamworth Regional Council (TRC) has a plan to make sure the public pay attention.
As the city moves into the warmer months it's expected water use will increase even with Chaffey Dam's limited supply, a TRC spokeswoman said.
"Having a flexible strategy that can be adjusted to match fluctuating water consumption trends is imperative," she said.
"This will allow council staff to increase marketing activities when necessary and dial back when water consumption reduces.
"Previous consumption trends would suggest that as the temperature increases, so does water consumption."
The council believes the increase in water use in the summer months is closely linked to evaporative air conditioners which are known to guzzle a high amount of water.
Since August last year, the council has spent and budgeted for almost $340,000 to get the water-saving message out there.
The next trigger point in the marketing plan will tip over when the dam level reaches a meagre 10 per cent.
Updated advertisements have been created and the council will undertake surveys of all communities on permanent water measures to gauge what is valued most in water management practices.
The survey goes live this month and residents who complete it will go into the draw to win a water-efficient dishwasher or washing machine up to $1000.
The dam currently sits at about 15.5 per cent after some recent rainfall in the catchment.
Current consumption trends show businesses and the community have made an effort to reduce water use.
A report to council argued it needed to monitor and tweak its marketing to keep people engaged.