Brazil, over the last 80 years has been facing one of the worst droughts in history. Rain at the end of 2015 and in early 2016 brought some relief, however, grave long term problems in water supply still persist.
Leading toothpaste brand Colgate and hotel chain Marriot teamed up and decided to bring to the fore the severity of Brazil's water scarcity.
Wash basins of the hotel rooms were lined with an image of a Brazilian child on barren lands longing for water. The placement of the palms aligned with the drain of the basin. So every time guests brushed their teeth or washed their hands and left the tap running they could see the water draining from the child's hands. This genius placement made the guests guilty every time they used the basins, reminding them of the water they have been wasting that could be used by millions who are suffering because of the water crisis.
"The water you waste is the water they need" aptly read the sink lining.
Let's hope the campaign and the video prevents the human race from letting a precious resource like water go to waste.
Watch the publicity video that got 4.8 million impressions in just 24 hours of its release here ▼
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