Sustainable Development Goals > Planet

FILTER CAPS

OGILVY COLOMBIA, Bogotá / FILSA COLOMBIA / 2024

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Gold Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Sustainable Development Goals?

Filter Caps addresses the global crisis of water scarcity and sanitation, impacting over 40% of the population and expected to worsen with rising temperatures. By providing an immediate and innovative solution, it makes safe water more accessible and affordable. Using an effective filtration tool, people can purify unsafe water from untreated sources. The casing is 3D printed from compostable cornstarch-based material. Filter Caps are particularly valuable in vulnerable and remote communities, and drastically reduce the costs of managing illnesses, cutting expenses by more than half compared to typical diarrhea treatments. This affordability significantly improves access to safe drinking water.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

Filter Caps addresses a global issue, but its implementation must consider cultural, national, and regional contexts to ensure relevance and effectiveness. In many cultures, water holds profound symbolic and spiritual significance, often representing purity, life, and renewal. Therefore, initiatives like Filter Caps resonate deeply with communities worldwide, as they provide a tangible solution to a fundamental human need while respecting cultural values associated with water.

Moreover, cultural perceptions of technology and innovation may influence the reception of Filter Caps in different regions. In some areas, embracing innovative solutions may be met with enthusiasm and seen as a sign of progress, while in others, there may be skepticism or resistance to new technologies. Understanding these cultural nuances is crucial for effectively implementing and promoting Filter Caps in diverse communities.

Additionally, the availability and accessibility of safe drinking water vary across cultures and regions due to factors such as infrastructure, geography, and socioeconomic conditions. In regions where access to clean water is limited, Filter Caps can have a transformative impact on public health, economic development, and overall well-being. However, cultural attitudes towards water management, hygiene practices, and community cooperation must be considered to ensure the successful adoption and utilization of Filter Caps.

Overall, by acknowledging and addressing cultural, national, and regional nuances, Filter Caps can effectively fulfill its mission of providing safe drinking water to vulnerable communities worldwide while respecting and aligning with local cultural values and practices.

How does this campaign fit into the overall brand objectives? How is this part of the brand's wider commitment towards the UN’s Sustainable Development Goals?

Filsa, a scientific company dedicated to promoting development and technology for all, has partnered with Baylor International and the Red Cross, leading networks in child care, to bring safe drinking water to regions most lacking in infrastructure. The development of Filter Caps, which are practical, affordable, accessible, cost-effective, and universally applicable, marks significant progress in combating water scarcity. This collaboration emphasizes a shared commitment to improving public health in vulnerable communities by providing sustainable access to clean water. By directly reducing the prevalence of waterborne diseases, Filter Caps enhance overall community health and well-being. This partnership showcases how a brand’s purpose can drive actions that not only meet essential health needs but also contribute to broader societal health improvements, particularly in areas where healthcare resources are limited or infrastructure is inadequate.

Background

Filsa, a scientific company committed to advancing development and technology for all, has teamed up with Baylor International and the Red Cross, global leaders in child care, to deliver safe drinking water to areas lacking necessary infrastructure. This partnership underscores a shared dedication to bringing safe water to remote communities where other filters cannot reach, addressing the critical need for clean water, preventing waterborne diseases, increasing water-use efficiency, and expanding international cooperation.

Develop a practical, immediate, and innovative solution to deliver clean water to areas where more expensive and complex filters cannot be implemented.

Collaborate with Filsa, Baylor International and Red Cross to create Filter Caps, a portable water filtration system, aligned with UN Sustainable Development Goals. The objective is to address the immediate water needs of underserved communities, promote health and well-being, and inspire broader community in addressing the water.

Describe the cultural / social / political climate and the significance of the work within this context

•Media regulations: Through INVIMA, we investigated the parameters that the device must comply. Understanding the regulations, we conducted laboratory tests to measure the quality of the water where we obtained a result of 0.1% over the 0.3% required by Colombian regulations to be safe to drink.

•People: In Colombia, over 3.7 million people lack access to safe drinking water, with remote regions like La Guajira facing extreme heat and inadequate infrastructure, leading to health issues and malnutrition. Globally, 2.2 billion lack safe water.

•Environment: Colombia has been experiencing a severe drought, exacerbated by the El Niño phenomenon. With the worsening natural conditions, President Gustavo Petro declared a natural disaster. Additionally, in other regions of the country, several reservoirs are at low capacity, jeopardizing not only the supply of drinking water but also energy.

•Economic: Each filter is significantly more economical than remedies for diseases like diarrhea.

Describe the creative idea

Filter Caps focuses on transforming a universal bottle cap into a portable water treatment plant by linking two bottles together, allowing water to be purified as it flows through the cap. Filter Caps purifies and mineralizes water with a single movement, offering an accessible and sustainable solution for communities lacking safe water infrastructure. This innovation leverages cutting-edge technology and a unique mix of filter materials to provide quick and effective access to safe water in remote and vulnerable areas. It's environmentally responsible, too—its casing is 3D printed from cornstarch-based material and can be composted after use. By turning a bottle cap into a water purification device, a simple yet powerful solution is created to address the global water crisis and improve the quality of life for millions of people. Its simplicity, effectiveness, and scalability make it a game-changer in the quest for global access to clean and safe drinking water.

Describe the strategy

The strategy behind Filter Caps entails comprehensive data gathering to identify areas facing water scarcity in Colombia, particularly focusing on regions with vulnerable populations lacking access to clean drinking water. The target audience encompasses individuals and families living in these underserved communities, including consumers from diverse demographic backgrounds. Organizations such as Filsa, Baylor International, and Red Cross collaborate to develop and distribute 100% biodegradable water filters using additive technology. The approach emphasizes innovation, sustainability, and simplicity, aiming to provide an accessible solution to the pressing issue of water scarcity. A key component of the strategy is the call to action, encouraging support from various stakeholders to donate filters, spread awareness, and contribute to the initiative's mission of delivering safe drinking water to those in need.

Describe the execution

The execution of the Filter Caps initiative involves the implementation of a comprehensive plan to manufacture, distribute, and deploy biodegradable water filters. Implementation is carried out through collaborative efforts between Filsa, Baylor International and Red Cross, ensuring efficient production and distribution processes, Just in Time (JIT), since as our partners join us, we develop production batches according to the needs of the regions characterized to be covered. The timeline spans a year, beginning with the initial distribution of 1.000 filters to targeted communities such as Centro Alto in Sopó, Cundinamarca, and expanding to reach approximately 10,000 individuals across various regions of Colombia. Placement strategies prioritize areas with the greatest need for safe drinking water, ensuring effective distribution and community outreach. The scale of the initiative is significant, aiming to impact thousands of individuals in Colombia initially, with aspirations for global expansion, potentially reaching millions in need of access.

Describe the results/impact

This initiative has made a significant contribution to the advancement of the selected SDG. Over 10,000 people now have access to safe water, and 300,000L of water have been recovered for consumption. The initiative has seen positive results in sales and donations, indicating successful uptake and support from stakeholders.

The technology is portable, practical, adaptable to any socio-cultural context, cost-efficient, and biodegradable, making it possible to provide safe water to areas with difficult access globally. The initiative has led to a noticeable shift in behavior among targeted communities, with increased use of Filter Caps leading to improved water consumption habits and reduced reliance on unsafe water sources. water for consumption.

Each filter is significantly more economical than remedies for diseases like diarrhea.

Thousands of families are changing the way they drink water to a safer one.

Describe the long-term expectations/outcome for this work

Access to safe drinking water, sanitation and hygiene represent the most basic human need for health care and well-being. By directly addressing this issue, Filter Caps it's a timely and media-responsive solution to the crisis of access to safe water, with environmental responsibility,

We estimate filtering 1,825,000 liters of water per year. Implementation is carried out through collaborative efforts between Filsa, Baylor International, and Red Cross, ensuring efficient production and distribution processes, Just in Time (JIT), since as our partners join us, we develop production batches according to the needs of the regions characterized to be covered

The scale of the initiative is significant, aiming to impact thousands of individuals in Colombia initially, with aspirations for global expansion, potentially reaching millions in need of access, reaching countries like Brazil, Argentina, and other regions.

Were the carbon emissions of this piece of work measured? For additional context, what consideration was given to the sustainable development, production and running of the work?

In partnership with Filsa, the Red Cross, and Baylor International, Filter Caps has targeted the most vulnerable populations in Colombia, regions with significant deficits in access to safe water. This strategic focus allows us to minimize carbon emissions related to the transportation of the filters, as they are delivered through sustainable transportation methods tailored to reach these remote areas efficiently.

Moreover, Filter Caps are designed to be universally accessible, combining efficient aesthetics, tactical adherence, and functionality. Our use of Stereolithography (SLA) printing technology not only enhances production efficiency but also employs 100% biodegradable materials designed for circular use, which can later be used as compost. This approach underscores our commitment to sustainable development and reduces the overall environmental impact of our operations.

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