The Price of Water was an integrated campaign which started with an emotional TVC, then online with Tweets from Nour, a Syrian refugee who sent updates from inside her regugee camp. We then launched the main activation in supermarkets and fast food restaurants where people could pay for water what they felt it was worth. On social media, we ran 'Twitter Tap' where people could donate money by simply retweeting.
In-stores we removed the price stickers and replaced them with 'Priceless'.
During the campaign, people paid on average 900% more for water than they usually would. All proceeds went to helping supply the Syrian refugees with clean water.
