The aim of this campaign was to publicise the creation of the Foundation and its first initiatives. To do this, we planned a 3-phase campaign, which was implemented in every country where the Roca brand had a presence. The success of the action was the result of uniting different initiatives and partners, which helped enrich and spread the Foundation’s message; a message about a fact that, in reality, affects us all.

1. We wanted to warm up action to create expectation before the Foundation launch. The objective was to create interest in a global problem through rational data on the world water issue.

Announcement: activation from 23/08/102. The objective was to bring together the key social stakeholders in the countries, communication media and brand’s target market. We pretended to announce and invite Roca’s main target market in each country.Launch: 15/09/10 to 21/09/113. We made the official presentation of WAW almost simultaneously around the world on September 28th.The campaign was launched in 19 countries almost simultaneously.At the end of the presentation, a documentary by internationally acclaimed film director Isabel Coixet was shown. The documentary was about the Aral Sea, once the world’s fourth largest lake - this was given a premiere at the San Sebastian International Film Festival as if it were a feature film.

The launch was picked up by hundreds of blogs, newspapers and TV channels around the world. 417 media outlets covered the story, reaching an audience of 132.4 million people.

The equivalent media value was 3.2 million euros.