The rhythm and success of the campaign were determined by the differentiated approach which made the people get in touch with the message at the very moment they were enjoying having plenty of water to satisfy their needs. The other key success factor was the approach that focused on the awareness of citizenship and the evident surrounding poverty. Flyers delivered together with water bottles at the dwellings, posters placed beside fountains at big participating companies, conventional mailing and a dramatic email message picturing the dreadful drought supported the aforementioned approach turning the appalling drought into a tangible reality.

The two-month campaign, at a cost of U$6,000.00, obtained 2,842 individual donations averaging U$15.00 each, totaling U$96,000, with a R.O.I of 1,600%. The low cost of the campaign (U$6,000) was made possible by the donation of graphic artwork, creation and mailing lists. The campaign evaluation showed different outcomes: flyers delivered with water bottle - 18%;Posters at water fountains - 9.3%; 38,489 conventional mailing messages - 4.3%;38,300 email messages - 16.8% accessed and 3.8% donated.