After the tragic tsunami in Southwest Asia, Oikos, a non-governmental development organisation, launched a campaign to help the victims, and formed a partnership with Jumbo/Auchan to collect donations. These donations would be converted into drinking water or used to build public sanitation systems in the affected countries. The aim was to show clearly how essential water was and to collect as much money as possible to help as many people as possible.

The concept was "1 Litre of Help" and the "There's not water" campaign was implemented at companies in two phases.1. The company's water supply was cut off during the lunch hour. When everyone came back to work, all they had were some 5-litre bottles for their most urgent needs and posters warning them that there was no water.2. The next day all the employees found a card on their desks explaining the previous day’s water cut and telling them how to reduce the inconvenience caused but, this time, in the Asian countries with the same problem.

The campaign results were absolutely outstanding. We were expecting to raise €10,000 and the final results pointed towards over €35,500, meaning, we more than tripled the results we were hoping to achieve. During the period of the campaign, more than 19,000 "help cards" were sold, 950 of them in one store only, in a single day.