A billboard that solved a national water crisis

Sunlight’s purpose is to reduce water consumption in a country experiencing its worst drought since 1904. We introduced Sunlight’s new “SmartFoam” – which saves up to half the rinsing water – while raising awareness of the national water crisis. To do this, we made a billboard from 80 JOJOs (water storage tubs), and made it part of a national conversation. We took our billboard online (on TV and on air across regional radio stations) and asked the public to vote for where the JOJOs were needed most. We then delivered all 80 JOJOs piece by piece to schools, libraries, community centres, clinics and communities all over the country most affected by the drought – helping to solve a need and share our water saving message.

As the Digital Strategist, I drove the strategy, ideation and digital rollout for this campaign.