In Peru, there is a scarcity of water that many people in the world do not understand. Roughly 8 million Peruvians do not have access to fresh water on a daily basis.
Working with Y&R, Colgate-Palmolive created a message to increase awareness on the issue of water wastage, reminding those with easy access that they can help by doing simple acts like turning off the tap while bushing their teeth.
The message is conveyed visually by showing the audience what the wasted water could have been used for. It shows people filling a bowl, rinsing food, and finally a young girl taking a drink. The message to close the tap while brushing your teeth is reinforced by showing the lost potential for the water.
After its success in Peru, the campaign was implemented in countries including Colombia, USA, and Mexico.