Wasting water is one of the major ecological topics the world faces today. According to the PMC report, each of us wastes between 125 – 340 litres of water a day. According to the HSE research, 25% decrease in water consumption could be achieved by taking simple measures, e.g., replacement of shower heads and water saving actions. The main objectives of the campaign were to attract people’s attention in Russia to the problems of wasting water, to promote water conservation among consumers as the top global priority for Colgate and to reach out to consumers with ‘Save Water’ messages and initiatives, around World Water Day in particular, to build the emotional connection with people to induce an effortless change in their daily routine, and to achieve social awareness at its core that leverages digital, social media and PR.

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