Lloró, a town in the most forsaken and poorest region of Colombia, is the rainiest town in the world, but lacks the economic resources to have access to potable water.

Without budget for the campaign, our main objective was to get economic resources to provide easy access to potable water.

Our Solution: Sell the rain.

The Coca-Cola Company proposed the idea of collecting rainwater from Lloró and selling it to celebrities and top managers of important companies nationwide. To achieve this, first we had to instill a sense of identity and belonging within the Lloró community.

Then we had to persuade important foundations, such as Marca País Colombia and Fundación Natura, to support the project by organizing and promoting events and creating a website to sell the bottled rainwater.

Results

Money collected were used to install the first water purifying plant in Lloró, reducing the risk of getting diseases such as amebiasis and parasitism.

Our goal and main objective was to get economic resources to provide easy access to potable water to the people of Lloró.

Our principal target audience were celebrities and top managers of the country´s major companies. Our secondary target was the general public.

Funds collected were used to pay for the installation of a water treatment plant in Lloró, and for the first time in their lives more than 10,000 citizens had easy access to potable water, decreasing the risk of getting diseases such as amebiasis and parasitism.

Total Donations Collected: USD$150.000

Total Free Press Generated: USD$115.000

Total People Impacted with the campaign: 9.500.000

1. We met with Lloró's mayor and local leaders to get the community involved. (15 February, 2014).

2. The townspeople collected rainwater and stored it in recycled glass bottles. (20 February, 2014).

3. The bottles were hand painted by local artisans, creating unique editions with the brand “Agua Lluvia de Lloró”. (25 - 28 February, 2014).

4. We sold the bottled rainwater at a special event organized by Fundación Natura and Marca País Colombia, to celebrities and top managers of the country’s main companies. We also sold it to the general public on a Website. (15-30 March).

5. Funds collected were used to pay for the installation of a water treatment plant in Lloró, and for the first time in their lives more than 10,000 citizens had easy access to potable water, decreasing the risk of getting diseases such as amebiasis and parasitism. (2 April, 2014).

Lloró, a town in the most forsaken and poorest region of Colombia, is the rainiest town in the world, but lacks the economic resources to have access to potable water, that´s why Lloró´s people was in high risk of getting diseases as amebiasis, parasitism and others.

Without budget for the campaign, our main objetive was get economic resources to provide easy access to potable water, that´s why we needed an PR strategy that involved foundations and private companies.

To achieve our objectives, first we met with the mayor of Lloró and local leaders to to instill a sense of identity and belonging within the Lloró community.

Then we had to persuade important foundations, such as Marca País Colombia and Fundación Natura, to support the project by organizing and promoting events to sell the bottled rainwater.

And finally we needed to capture the media's attention to get amplification for the campaign.