To demonstrate that the river could be restored, we took a polluted water sample and sent it through a cleaning and purification process. When we were done, we produced goods with the water and gave it to the people. People who would’ve never had contact with this water.

The campaign had two stages. The first stage was all about expectancy, where we surprised the country with homemade products made with water from the Acelhuate river. We prepared coffee, artisanal ice cream and even bottled water. People started responding on social media, and in just two days, we reached 2,012,214 impressions.

On the second stage revealed the campaign. The homemade products became the icons of the official campaign backed by the Ministry for Environment and Natural Resources . Then we took them on a tour all over the city, showing that cleaning the river’s water was not only possible, but beneficial as well.

The articles published in the main news channels, as well as the content generated by the users on social media reached 8,714,250 impressions, making an impressive total of 10,726,464 impressions. Not only that, but we also accomplished our goal of proving that big changes are possible.

Before the campaing data research showed that the sentiment of the population towards the river was negative in a 76% and possitive in a 34%. After the campaing the tendency was reverted to a 69% possitive a 31% negative.