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The Power of Clean Water

The Power of Clean Water | Procter & Gamble (P&G) | Fox
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basics
Industry: Retail & Distribution
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
The P&G Children’s Safe Drinking Water Program (CSDW) began in 2004, as a non-profit effort to distribute water purification packets, invented by P&G scientists, to people around the world who lack access to safe drinking water. The program has grown to operate in over 92 countries, and has delivered more than 13 billion liters of water around the world. CSDW has been an important asset to build P&G's reputation among governments and non-profit partners. In 2013, P&G began cause marketing efforts behind the claim, “1 P&G product purchase = 1 day of clean water" which has expanded globally to multiple retailers in more than 40 countries. Brief: Build reputation of P&G by creating awareness of the P&G CSDW Program and excite key stakeholder partners (governments, retailers, NGO partners). Objective: Encourage consumers to raise awareness of the global water crisis and support P&G products via purchase at participating retailers..
Strategy
To achieve objectives, engage P&G’s CSDW partners and drive consumer awareness on CSDW to increase retail tie-in we needed a two-part strategy. Content Development + Media Reach 1. Engagement: leverage National Geographic lenses to capture powerful original content that serves as a spark for social conversation that gets consumers around the world connected to P&G's CSDW initiative. We wanted the NatGeo audiences to be emotionally engaged to the stories told through the perspective of the documentary, female heroes as their communities struggle for access to safe drinking water. 2. Awareness: through National Geographic's on-air channel reach we would amplify for a concentrated period around World Water Day (3/22/18) the edited short form content, P&G CSDW retail tie-in (call-to-action) spot, run promotional branded tune-ins and premier P&G's sponsored long form documentary in primetime peak hours. TV amplification: Latin America, and select countries in South East Asia, and Africa. Digital/Social: USA
Relevancy
For 130 years, National Geographic (NG) has established itself as a credible, educational entertainment content platform built on pillars of exploration, technology & innovation, and our natural planet. NG uses powerful storytelling to guide audiences to reflect on issues affecting our planet such as the global water crisis and its impact on equality, health, education, and economic growth across global communities. But most people still ignore that 1 in 10 people don't have access to clean drinking water. To create awareness of the issue we tapped into National Geographic’s global audience to spark increased social consciousness.
Outcome
In sum, as total media campaign + documentary airings we generated a powerful +250million audience impressions across National Geographic platforms, and +275million earned media impressions to date. 2.4million on-air "The Power of Clean Water" native Nat Geo documentary impressions across select territories in Latin America, South East Asia, and Africa. Equal to more than +1.8million native audience reached. Consumer Opinion KPIs were boosted! In Latin America, research data confirms a 63% P&G brand lift in "Innovation". 28% lift in "Trustworthiness". Most impressive of all against P&G's core company value of improving the lives of the world's consumers, a 96% "Changing Lives" lift. These awareness results served to ignite further excitement amongst NGO, retail, and government partners showing how P&G is taking their CSDW initiative to next levels of consumer awareness efforts regarding clean water issues affecting global communities.
Execution
The content and amplification was strategically defined by region. Together with NatGeo, we implemented a mix of on-air and Digital elements to generate as much reach as possible within the native NatGeo Channel platform, and cross-channel reach support (Latin America / Fox Networks channels). Regions: Latin America, Africa, South East Asia - On-air Content 44 minute Nat Geo primetime native documentary "The Power of Clean Water" :30s documentary Character Vignettes :30s & :15s P&G CSDW retail call-to-action TV Spots Documentary Tune-in Promo's Region: USA - Digital Content (NatGeo website + Social): Documentary hosting, video on-demand site 1 minute documentary Character Vignettes VR/360 Digital Videos immersing the viewers into the individual character stories Timeline: February - March 2018, core amplification of media reach and documentary tune-in promotion. March 22, 2018 globally coordinated "The Power of Clean Water" premier date. March 22 - May 7, 2018. US digital plan amplification
CampaignDescription
-8 in 10 US adults are unaware that women in developing countries spend 14+ hours each day collecting water. -77% of surveyed Americans don't realize that a lack of access to clean drinking water can make it much harder to get an education, or a job. -One in four Americans underestimate the number of children who die each year from waterborne diseases. We created the documentary The Power of Clean Water, and aired it on the same day March 22, 2018 (World Water Day) in 81 countries across the globe. The documentary focuses on the story of three women from Indonesia, Kenya and Mexico whose lives are being transformed by the P&G Purifier of Water packets. For them, clean water means more time for school, better health, and economic opportunities. Building up to the documentary premiere, we created Character Vignettes, Promos, and VR elements of each women's water collection routine.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Use of Brand or Product Integration into a Programme or Platform
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