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, a well respected bottled water brand in the region, 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.
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.
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.
The Brief
Arwa wanted to raise awareness for 9 million Syrian refugees who live in camps in neighbouring countries. They are now safe from the dangers of war but ironically face a new enemy, a lack of clean water. Arwa, a well respected bottled water brand 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 Price of Water campaign, asking people to pay for water what they feel it’s worth to raise money to install permanent water filtration systems in the camps.
Results
The campaign was hugely successful in getting people to re-evaluate the value of water and help those in dire need of clean water in Syrian refugee camps. The campaign gained 30 million media impressions during the campaign period. The online film was viewed 1.5 million times in in 6 weeks and Price of Water gained
40 000 Twitter followers. In only a few days, Twitter Tap’s single tweet received over 9000 retweets and replies, and received 8.2 million social media impressions. The success of that one tweet alone, enabled Arwa to donate more than 200 000 litres of clean water to refugees. The overall campaign 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.
Execution
An emotional film asking people to re-evaluate the value of water launched the campaign on TV and online and ran for 6 weeks. This was followed by a unique sales promotion that ran concurrently for a month in more than 100 supermarkets and Burger King outlets across the UAE. The campaign was also supported on social media by Twitter Tap where a single tweet was shared, and for every retweet or reply Arwa donated five dirhams to provide clean water to Syrian refugees. To drive the campaign, a daily diary of Nour was posted on Twitter and Instagram, showing the harsh realities of life in Zaatari refugee camp. And as donations came in, a dynamic header on Twitter allowed people to see the water being cleansed in real-time.
The Situation
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 is a well respected bottled water brand in the region, making it the perfect brand to develop an effective awareness campaign about the scarcity and value of water to raise funds that could help alleviate the plight of refugees in the long term.
The Strategy
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. 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 platforms by Twitter Tap, where Arwa created the simplest donation system by donating money for every retweet.