The National Water Services Commission (Span) is shaking up water conservation efforts in Peninsula Malaysia and Labuan by leveraging artificial intelligence and social media apps, marking a significant shift from traditional awareness campaigns. “We spend millions every year on conventional education campaigns. But old-style awareness campaigns have not worked well,” said Span Corporate Communications Director Mohd Fazil Ismail. “Thus, pushing Span to try smarter ways to connect with people and get the water conservation messages across.”
This digital pivot comes as Malaysia grapples with pressing water issues, including excessive daily water usage—averaging 225 litres per person, far exceeding the government’s target of 160 litres—and substantial water loss due to leaks and theft. Climate change further complicates the scenario, disrupting traditional weather patterns and straining water supplies. “People use too much water daily, about 225 litres per person in Peninsular Malaysia and Labuan. This is way above the government target of 160 litres, putting stress on water supplies and treatment plants,” Ismail explained.
Span’s innovative approach includes using AI and ChatGPT to process information swiftly and employing platforms like TikTok to engage younger audiences. “TikTok is powerful. Social media is powerful. When something trends, people spend time, effort and money on it,” Ismail noted. The shift to digital solutions is crucial, as traditional methods have struggled to garner public participation, even in critical initiatives like river cleaning projects spanning 10,000 kilometres.
The integration of smart technology is transforming how water companies serve customers and manage resources. For instance, smart water meters in Selangor, Melaka, and Johor provide accurate usage data and instant alerts, while online billing systems streamline customer interactions. Leak detection systems further reduce water loss and operational costs. “Smart technology changes how water companies serve customers and manage resources,” Ismail stated.
Span’s campaigns, such as “Jom Jimat Air,” promote water-saving practices and efficient water products. The “Water Wise” program engages university students through competitions with substantial prizes, fostering a culture of conservation. Collaborations with newspapers, schools, community groups, and government agencies amplify these efforts. “School partnerships through ‘Sekolah Rakan Span’ teach students about saving water,” Ismail added.
Looking ahead, Span plans to deepen its use of AI and align campaigns with environmental goals. Recognizing generational differences in communication, the agency employs multiple platforms—Facebook, Instagram, Twitter, TikTok, and YouTube—to reach diverse audiences. “We need to reach Gen Z. They communicate differently from older generations,” Ismail said.
This strategic shift towards digital and AI-driven solutions could redefine water conservation efforts, setting a precedent for other sectors to follow. By embracing technology and adapting to modern communication trends, Span is not only addressing immediate water challenges but also laying the groundwork for a more sustainable and resilient water future. The success of these initiatives could inspire similar innovations in other regions, fostering a global movement towards smarter water management.