To cope with prolonged droughts and water scarcity, major cities like Las Vegas, Cape Town, and Melbourne are developing innovative solutions and technologies. But the issue extends far beyond areas affected by water crises—it is a global challenge.
As water conservation becomes more crucial than ever, many organizations and brands have launched bold campaigns to raise awareness and drive change.
Let’s explore some of the most impactful ones.
UNICEF, Tap Project: The Awareness Campaign in Restaurants
Launched in 2007, Unicef’s Tap Project began in New York restaurants, where diners were encouraged to donate $1 for the tap, potable water they would normally receive for free.
Within a year, the project expanded nationwide, reaching thousands of restaurants across the United States.
Colgate, Every Drop Counts: Conserving Water One Drop at a Time
Launched in 2017, this campaign encouraged people to turn off the tap while brushing their teeth to avoid wasting water and reduce their water footprint.
Colgate’s video, Every Drop Counts, showcased real-life examples of how that wasted water could be repurposed, garnering millions of views on YouTube.
Finish, Skip the Rinse: Avoiding Pre-Rinse for Environmental Benefits
In 2022, dishwasher detergent brand Finish launched a 24-hour challenge, inviting consumers to eat a lasagna, skip the pre-rinse, and run the dishwasher.
If the stains didn’t come off, Finish would refund the meal. Through this challenge, the campaign highlighted the environmental and ecosystem benefits of skipping the rinse while encouraging a shift in consumers’ water usage habits.
Knorr, Eat Less Water: A Plant-Based Diet to Reduce the Water Footprint
Launched in 2008, Knorr’s Eat Less Water campaign encouraged consumers to reduce their water footprint by making sustainable food choices, particularly by incorporating more plant-based ingredients into their diets.
A key tool of the campaign was a water footprint calculator, allowing users to measure the water used in their meals. Knorr also provided delicious plant-based recipe ideas.
Stella Artois, Buy a Lady a Drink: Raising Awareness about Access to Clean Water in Developing Countries
In 2015, Stella Artois partnered with Water.org for the Buy A Lady A Drink campaign, aimed at raising awareness of the challenges faced by women in developing countries who must walk long distances every day to collect potable water.
Through a powerful video, the campaign redefined the concept of “buying a lady a drink” at a bar, highlighting the stark contrast between access to clean water in developed nations and the daily struggle of millions of women in impoverished communities.
