Brief: create a behavioural-change campaign that raises awareness about the connection between warm water usage and CO2 emission.

Concrete objective: reduce the average shower time in the Netherlands from 8 minutes to 5.

The biggest challenges were:

How do we change the apparently harmless behaviour of taking long, warm showers? And how do we reach people while they’re in the shower?

We strategically chose children to act as change agents in their family. And started a movement: WaterSavers.

The heart of the movement is a school programme that includes children designing their own label for a shower product with a call to their parents to take shorter showers.

The packaging of shower products were the perfect way to reach people in the bathroom.

After children made their own label the bottles worked as little billboards in the shower, reminding everyone to turn off the tap on time.

More than 7.500 personal bottles were made in 3 months time.

80% of the participating families review the campaign as positive and relevant.

More and more schools sign up for the WaterSavers movement every day.

But most importantly:

More than 60% of the participating families now take shorter showers.