2015 Winners & Shortlists

The Campaign

Since the Syrian conflict began, 9 million people have been displaced and refugee camps have been set up in neighbouring countries. They are now safe from the dangers of war but ironically face a new enemy, a lack of clean water. Arwa wanted to change that by encouraging people to reconsider the value of clean water. Knowing that you can’t put a price on clean water, we didn’t. We launched the integrated Price of Water campaign that asked people to pay for water what they feel it’s worth.

Success of the Campaign

The campaign was a huge success. It gained 30 million media impressions. The online film was viewed 1.5 million times in in 6 weeks. And Price of Water gained 40 000 Twitter followers. At the end of the campaign Arwa donated 200 000 liters of clean water to refugees and raised enough money to provide a long-term solution with two permanent water filtration systems in Zataari Refugee Camp that’ll provide thousands of litres of clean water every month.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

An emotional film asking people to re-evaluate the value of water launched the campaign on TV and online. This was followed by a unique sales promotion in more than 100 supermarkets and Burger King outlets across the UAE. The campaign was then supported on social media by Twitter Tap, where Arwa created the simplest donation system by donating money for every retweet.