Every day we brush our teeth, often without even thinking about it. People don't realize the water they waste by running the tap for up to two minutes is the water some people need for weeks to live.

Colgate, in a continuous effort to spread the Save Water campaign across Latin America, decided to interrupt this automated habit and make people come (literally) face to face with the issue.

Colgate partnered with Marriott Hotels in Brazil, a country where water shortage has been a major issue, to enable guests to re-evaluate their water use habits.

We delivered our conservation message when it mattered the most, right at the moment of tooth-brushing. We brought the water shortage reality to the consumers’ eyes, establishing a visual connection with a child in need of the water they were wasting.

Colgate installed customized mats in Marriott hotel bathroom sinks. These mats allowed guests to create a visual connection with a child trying to catch the water as it goes down the drain. As guests brushed their teeth, they were reminded that the water they waste while they brush their teeth is the water the child needs. Guests were encouraged to share their experience in social media using the hashtag #EveryDropCounts.

In order to add scale, we implemented an integrated PR media plan around the initiative to generate earned conversation and to amplify the message. Additionally, by leveraging top Brazilian influencers on Digital sites, Instagram and Facebook, we expanded the movement even further.

Through this media activation, Colgate helped raise awareness about water conservation among Marriott customers throughout a whole month and also prompted word of mouth to reach millions more.

The Water Savers campaign has not only inspired the Brazilian people to take an active role in saving water while brushing, it has also showcased the commitment Colgate and Marriott has to reducing water waste.

The program generated immediate media buzz on World Water Day, resulting in 4.8 million impressions in a 24-hour period.

Our communication is still going, generating increasing earned media exposure, social conversations and water saved every day. This is just the beginning; we are planning to extend the activity to more cities across Latin America for the rest of the year.