Millennium Challenge Corporation | Ulaanbaatar Water Supply Improvement Program

Client: Millennium Challenge Corporation (MCC)

Project: Our Water, Our Future

Date: 2025–2026 ongoing campaign

Location: Ulaanbaatar, Mongolia

Ulaanbaatar, home to nearly half of Mongolia’s population, faces increasing water demand due to rapid urbanization and climate challenges. Ensuring a stable and sustainable water supply has become one of the city’s most critical priorities, particularly for expanding ger districts and growing industrial needs. The Water Compact program aims to secure Ulaanbaatar’s long-term water supply by developing new groundwater sources, improving water infrastructure, and promoting sustainable water use across residential and industrial sectors.

CHALLENGE

Ulaanbaatar has long struggled with limited water resources and growing demand. Existing water sources were insufficient to meet the needs of a rapidly expanding population, while access to safe and reliable water remained unequal-especially in ger districts. In addition, inefficient water use and lack of infrastructure for wastewater reuse placed further pressure on available resources.

SOLUTION

Through the “Our Water, Our Future” campaign, the project highlighted major infrastructure developments and behavioral change initiatives aimed at transforming Ulaanbaatar’s water sector.

Key solutions included the construction of a new advanced groundwater treatment plant and the development of the city’s 8th major water source, significantly increasing total water supply capacity. The project also introduced 180 fully automated, 24/7 water kiosks in ger districts, improving accessibility and convenience for residents.

In parallel, the campaign focused on educating the public through informative and engaging content addressing key questions such as “Where does our water come from?” and “Where does our water go?”. It also introduced complex topics like groundwater treatment plants in a simple, accessible way to increase public understanding.

To maximize reach, the campaign utilized a multi-channel approach including digital banner placements on major news platforms such as news.mn, gogo.mn, and ikon.mn, as well as outdoor placements across 18 high-traffic JCDecaux bus station locations in Ulaanbaatar. In addition, campaign content was broadcast across five major television channels. Bus cards featuring campaign visuals were also designed, printed, and distributed, integrating the message into everyday public transport usage. Through a combination of public awareness content, visual storytelling, and strategic media placement, the campaign effectively communicated the importance of water conservation and sustainable water use.

RESULT

The campaign successfully raised public awareness about Ulaanbaatar’s water challenges and the long-term solutions being implemented. It showcased how infrastructure development and behavioral change can work together to ensure a sustainable water future.

As a result, the project:

• Expanded Ulaanbaatar’s water supply capacity through new sources and treatment facilities

• Improved equitable access to water with 180 automated kiosks in ger districts

• Introduced wastewater reuse in industrial and energy sectors

• Increased public understanding of water conservation and sustainability

PROJECT TEAM

CEO: Dovdonbalbar T.

Senior Account Manager: Bulgankhishig T.

Account Manager: Murun.Ts

Media Manager: Enkhjin B., Purevjargal G.

Director of Photography (DOP): Amin-Erdene P.

Videographer: Temuulen D.

Designer: Enkhjin Ya. , Bilguun.Ts