We were challenged to change the behavior of people in gang-controlled areas in Honduras, the most dangerous country in the world, towards the misuse of water.

If they don´t even care about human life, how can they care about water? Aguas de Choloma is a potable water provider to the north region in Honduras where water misuse is alarming. Gangs prevent the installation of consumption meters and refuse to pay the monthly rate.

The only way we could reach them, was to take them by surprise, using a media they could not evade. The company´s water pipes.

If they won ´t listen to Aguas de Choloma, someone else should to talk to them. We created an event called: THE DAY THE EARTH SPOKE

One day, at one of the dangerous neighborhoods a sound message was heard through the water tap:

“I'm the Earth and I'm running out of water. Close the Tap!”

The event was covered by local TV Channels, through their news programs creating awareness in the rest of society. People were surprised to see the reaction of people listening to the message coming out of the water tap and also to know how it truly generated water consumption reduction.

This media has never been used before in the history of Advertising.

Its relevant to the brand because nobody else can do it. The pipes only belong to the client.

1. Relevant mouth to mouth publicity

2. Consumption reduction of 490 liters to 150 liters per day.

3. Other water companies have asked to repeat the same action.