3 litres of pure water

Challenge

Consumers do not engage in bottled water but tend to buy the cheapest. We wanted them to make a commited choice, picking the right brand and through that support the waterdonation program established by Kildevæld and the Red Cross. 

Activation

Together with Red Cross Denmark, Kildevæld established a water donation campaing called 3literrentvand (“3 litres of clean water”). Every time a consumer buys a bottle of Kildevæld, they automatically donate three liters of pure drinking water to Afrika. We engaged a well known Danish ambassador and used her as key spokespeson for the campaign. To build knowledge and trust, the campaign was transparent, and we showed the consumers excatly which country, village, school, family and children that were supported with clean drinking water. We invited the press to join us for donationtrips to Kenya and Uganda, and we made documentary films to show the life of families with no access to clean drinking water, and how the new wells affected their lives. We created a Facebook page enabeling the consumers to share their own expereince with donation programs and volunteering, and we also established competitions – allowing two consumers to win a donationtrip to Afrika, and afterwards share their eyewitness experience with the press and through social media.