SHE is the woman behind the iconic friendly blue water droplet of the Public Utilities Board (PUB), Water Wally.

She also made it possible for couples to have their nuptials at romantic water-side locations at Singapore reservoirs.

Now, Dr Vivien Chiong, deputy director of PUB communications, is credited as the brains behind the PUB's recent thrust into the forefront of public relations.

PUB's corporate communications entry, From Bland to Glam, recently won the 2008 Golden World Award for Excellence in Public Relations, for its innovative methods in communicating its message of water sustainability to the Singapore public.

Innovative ideas spearheaded by Dr Chiong include the creation of PURE, a free lifestyle magazine targeting young people and executives. The glossy publication livens up water issues by tying them together with water-loving celebrities and water attractions.

The award is PUB's second public relations award in two months, and its seventh award in the three years that Dr Chiong has headed its PR department.

Dr Chiong, who joined PUB in 2004, also attributed PUB's success to her all-women team and PR-savvy chief executive, Mr Khoo Teng Chye.

When it comes to communications, Dr Chiong has done it all. She was a print journalist, television artist manager, and corporate communications head in her previous jobs.

On raising the public's awareness of water issues, she said: "Most Singaporeans take tap water for granted, which was a big challenge for us.

"But after our efforts, an AC Nielson survey in 2007 showed that 80 per cent of Singaporeans are proud of our water management system. They see themselves playing a major role in conserving water."

In 2004, PUB made a radical change in their bid to promote water as a public asset by encouraging the public to develop an affinity with water.

Prior to that, reservoirs were not public-friendly. People was not allowed in the waters and hostile signs warning people to keep away were common, according to Dr Chiong. Now, the public can participate in water- based activities such as wakeboarding and kayaking.

When she joined PUB, she immediately stamped her personality by revamping PUB's annual company report into a lifestyle magazine format. The report, which "reads like a Rolling Stones magazine", won her her first international creativity award in 2005.

Dr Chiong, who declined to give her age and is single, said: "I like to do things differently."

When asked to describe herself, Dr Chiong, who has a Phd from Nanyang Technological University, said: "I do many things at the same time. I'm different things to different people".

But to the Singapore public now, she can be considered the champion of PUB's water cause. Aside from Water Wally, of course.

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