Brazil is facing its greatest water crisis in almost a century. With 41% of all treated water in Brazil wasted, Colgate realized they need people to take an active role in saving water in order to create real change in water usage.

That is why Colgate developed an ambitious campaign to encourage responsible use of water. "Every drop of water counts" asks all individuals to start closing the tap when brushing.

People brush their teeth everyday, but what they don’t realize is that the water they waste by running the tap for up to two minutes is the same amount of water that some people in Brazil have for a whole week. To make people aware of this, Colgate created ‘The Mirror’ – a visual representation of the problem.

This out of home placement dramatizes the consequences that leaving the tap running while brushing has for someone in need.