| Title | H2O FILTER |
| Brand | UNICEF |
| Product/Service | CHARITY |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Advertising Agency
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Production Company
|
PRODIGIOUS Saint-Denis, FRANCE
|
Credits
| Cedric Gueret |
Publicis Conseil |
Executive Creative Director |
| Cedric Gueret |
Publicis Conseil |
Creative Director |
| Cedric Auzannet |
Publicis Conseil |
Art Director |
| Martin Rocaboy |
Publicis Conseil |
Copywriter |
| Thomas Martinet |
Publicis Conseil |
Ad Assistant |
| Jean François Clapeau |
Publicis Conseil |
Motion Designer |
| Caroline Darmon/Maxime de Marco/Elodie Orosco/Catherine Ertzscheid/Siddhartha Ch |
Publicis Conseil |
Account Managers |
| Christine Chevalier/Arame Ndiaye/Leonard Francelet/Hubert Chaminade |
Unicef |
Advertiser Supervisors |
| Pierre Marcus/Beatrice Heinrich/Philippe Lecocq/Christian Bazabas |
Prodigious |
Production |
| xx |
NBS System |
Web Hosting |
Brief Explanation
Everyday millions of children in Togo are deprived of drinking water sources. In order to drink, they have to filter muddy or even polluted water. For World Water Day, UNICEF France wanted to draw attention to their situation. Our solution for UNICEF was to come up with a big news: 'THERE IS WATER ON TWITTER!' Yes, if you filter the characters 'H', '2' and 'O' from your tweets, you can create digital molecules of water. Virtual water that would turn into drinking water by making a donation.
A process we call 'the h2o filter'.
Results and Effectiveness
Launched on March 22 with no media budget, our website was an instant hit with 60,000 people from 98 countries,filtering more than 300 million tweets in only 2 weeks. With 12,000 donators for an average donation of 12,84€,UNICEF France set a new record by collecting 150,000€ for World Water Day.For the first time ever Twitter was used not only as a media to talk about a social issue
but as a tool to stop it.By taking 2 minutes to filter their tweets, our users created enough water to prevent a whole village in Togo from filtering mud for two years.
Creative Execution
Our idea was 100% Twitter-centric. So we decided to spread the word directly on Twitter asking bloggers and UNICEF's godfathers celebrities to spread a simple and surprising message:'There is water on Twitter'. Seduced by our approach, they massively talked about our idea driving their followers to our dedicated website. There they had the opportunity to filter all their tweets and discover how much water was hidden in them. They were then offered to spread the word on Twitter and make a donation to UNICEF,what they massively did. An approximately 1'45 minute-long experience, short enough to be suitable for any device.
Insights, Strategy and the Idea
Water issues are a recurring problem. Every year it gets harder for NGOs to create awareness around them. UNICEF France wanted to talk to a new and broader audience: younger people, less involved but highly connected. So we decided to talk to Twitter users. People who share a lot of humanitarian messages but are not used to make real donations. Our challenge was to turn their favorite media into a donation tool. Tweets being public data were the perfect way to create awareness and generate donations at the same time.