We turned water into the conveyor of our campaign’s message and a fundraising tool. Using the concept 'Sound it out', we created a very moving musical composition that went viral thanks not only to its quality but also because of what it symbolised. Campaigns have used water as an aesthetic or artistic device, but this time water itself was being used to create awareness of the world’s water crisis. With this campaign, every virtual glass that was shared or each app that was downloaded was money allocated to the cause. The campaign featured an Internet spot, web and iPad application.

In the first 2 weeks of the campaign, the fundraising objectives were exceeded by 110%.The web received more than 37,000 visits with an average time on-site of 10 minutes.

The iPad application was downloaded in 16 different countries.

2,200 were downloaded in the first week.

National media supported the cause including the campaign in news reports, especially on World Water Day.