Vietnam is facing severe water shortage: 1/3 Vietnamese people don’t have access to clean water; people have to walk about 20km to have 20 litres water. Vietnam central highland and Mekong Delta are suffering from its worst drought and salinity in nearly a century, and the effects have been devastating.

Our Comfort One Rinse fabric conditioner reduces the amount of water needed to rinse to one bucket rather than three. This can up to halve the volume of water needed per wash – around 30 litres – amounting to over 500 billion litres of water saved every year. Our deep understanding of what motivates consumers gives us a unique opportunity to encourage people to make small changes to their everyday habits to reduce water use, save for them, save for people in needed in drought and salinity regions.

Through co-creation with Ministry of Natural Resource and Environment, local Government, Youth Union, Vietnam United Youth League, Universities across Vietnam, co-creation Top Tier Media and consumer, we had created national campaign across channels: traditional PR, Digital , Event to (1) Create urgency, encourage people to take action by co-creating with Government, in order to release the burden of racking water in drought and salinity regions (2) Start up with Top tier Media to evoke emotions, accelerate action with the effort of bringing clean water to drought and salinity regions, building sustainable water constructions (3) Create social movement and celebrate the journey of co-creation water donation, co-creation positivity

- Get to know: World Water Day 2017 with Mass Media support

- Get to engage: Take “Rinse & Rack” challenge online & offline

- Get to buy: commit to adopt one rinse habit via purchases

- Get to donate: make a change