“JOJO tanks” are giant water-saving tanks that attach to the guttering on buildings (especially in poorer communities) and collect water when it rains. The water is then stored in these giant tanks for later use.

We made a billboard from JOJO tanks. And we made it part of a national conversation.

Then, through various media channels, we got the public to vote for where they thought the JOJO tanks should go.

We then dismantled the billboard, piece by piece, and delivered the JOJOs to where they were needed most – schools, community centers, clinics in the neediest areas – sharing our water-saving message while helping to solve a national crisis … and a real human need.

The initial billboard (made from 80 tanks) was constructed in September 2016. Then week by week the billboard was disassembled.

As nominations came in, the billboard was deconstructed over a two-week period and the water tanks were distributed to, and installed, in 40 of the neediest community locations.

Region-specific ALS (African Language Stations) were used to encourage people to vote for potential JOJO recipients in their specific geographic regions (Thematic Radio, DJ interactions, bumpers and live reads).

Digital platforms and Mobile (USSD) enabled people to vote in the virtual world for where they thought the water-tanks should go in the real world.

TVC commercials profiled the disassembly of the billboards and their destinations – communicating our social mission and encouraging participation. These were also posted on Youtube and supporting digital channels.

A detailed channel breakdown (including specific timings) is included as a PDF doc.

Public reaction exceeded all expectation. Our billboard got the nation talking, voting and engaging. Online platforms, supported by traditional channels, sparked debate – and action – around the issue of water saving.

The benefit to the Sunlight brand was the volume share increases as consumers switched to Sunlight to contribute to the water saving initiative.

In terms of Business Outcomes, The key measure was a 550 basis point increase (5.5%) in category volume share between October and December 2016.

Other measures of success were:

- Social Media Engagement from an average of 100 a week to a peak of 3000 in the week of 24 October

- 100 000 votes for Potential Installation donations

- 250 000 engagements

- 10 million people reached

51 million litres of water saved … so far