Price of Water
Water scarcity is a global issue but people still waste it as if it has no value. Arwa wanted to change that by encouraging people to reconsider the value of clean water.
We launched the Price of Water campaign, asking people to pay for water what they feel it’s worth. On average people paid nine times more for a bottle of Arwa, allowing us to donate 200,000 litres of clean water and install two permanent water filtration systems in Syrian refugee camps. The campaign helped people realise the true value of water by removing the price altogether.
Awards:
Cannes Lions - 2 Shortlists in Media & PR
Dubai Lynx - 1 Broze in PR and 1 Silver Digital
Clio Awards - 1 Shortlist
Effies - 2 Silver
The Price of Water was an integrated campaign which started with an emotional TVC, then online with Tweets from Nour, a Syrian refugee who sent updates from inside her refugee camp. We then launched the main activation in supermarkets and fast food restaurants where people could pay for water what they felt it was worth. On social media, we ran 'Twitter Tap' where people could donate money by simply retweeting.
In-stores we removed the price stickers and replaced them with 'Priceless'.
During the campaign, people paid on average 900% more for water than they usually would. All proceeds went to helping supply the Syrian refugees with clean water.
