The Challenge

​Having clean water might seem ordinary for us. But this is not the reality for millions of people who only have access to polluted and contaminated water that might cause serious diseases or even kill.

That’s why the non-profit P&G Children’s Safe Drinking Water Program provides an easy-to-use water purification packet invented by P&G scientists that can clean 10 liters of water in just 30 minutes.

Our challenge was to invite people in Brazil to participate in the project. To do this, they only needed to register and P&G would donate 1 day of clean water to a child.

Strategy

People very commonly click on news that have no real importance. Especially when those news involve celebrities. 

So why not use people’s interest to make these news help those who really need?

Solution

In one of Brazil’s biggest news portal, we placed an article with an apparently meaningless headline involving a famous Brazilian celebrity: “Camila Queiroz packs her bags”. But when readers clicked the link, they were led to a page with a video in which the actress passed the message: “You seriously clicked on this headline? Well, then I’m going to use this opportunity to tell you that your click can do real good and actually save lives! That’s right. Check here: LINK”

Camila then invites the reader to access the page www.doeaguapura.com.br, where he finds information about P&G's "Pure Water for Children" initiative, which distributes water purifying sachets to underprivileged communities in the Amazon, Jequitinhonha Valley (MG) and the extreme south of Bahia. The user registers and, thus, immediately makes a donation of pure water for one day to families living in the regions served by the program.​​​

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