The impact of drought is not yet over for rural Australia, with many communities still living with limited access to water.
Helping to ensure affected communities are not forgotten and continue receiving support, Finish has reignited its #FinishWaterWaste initiative.
Launched as a PR-led initiative in September 2019, #FinishWaterWaste came from the insight that by simply stopping the habit of pre-rinsing dishes before stacking them in the dishwasher, Australians could save up to 40 litres of water per load1 and collectively save 20 billion litres of water in just one year.2
Aussies were encouraged to share a social media post or make an in-store purchase to trigger a donation of 40 litres of water, amounting to 6.8 million litres delivered in 2019.
This year, major supermarket, Coles has committed to support #FinishWaterWaste and together with Rural Aid, Finish has promised to deliver 10 million litres of water in the coming year.
For every in-store purchase of Finish Quantum Ultimate Pro at Coles during the promotional period, 40 litres of water will be donated to Rural Aid to distribute to drought-affected farmers.
To further increase water donations and help Aussies to better understand water scarcity, #FinishWaterWaste is launching the ‘40 Litre Challenge’, with comedian, TV and radio presenter Tanya Hennessy coming on board as ambassador. Aussies are being challenged to live on 40 litres of water a day and share their experiences on social media, tagging #FinishWaterWaste. Every hashtag shared during the initiative will trigger a 40-litre donation of water to a rural community^^.
To date, the #FinishWaterWaste initiative has won Australian and Global industry awards including; “Silver” for Brand Purpose at WARC Awards 2020, and “highly commended” in Social Responsibility at Mumbrella CommsCon Awards 2020.
Saurabh Jain, Marketing Director ANZ at RB Hygiene, said: “As a business and industry leader, we have a responsibility to affect change that delivers tangible benefits to society and the environment.
“On the road to delivering 6.8 million litres of water last year, we heard first-hand the impact drought was having on communities and how the water deliveries were inspiring new hope. We want to continue the momentum, extending the reach of the water reprieve to many more farmers and their families via our 10 million litre donation in 2020.”
The integrated marketing campaign launches 2 September 2020 and will have multiple touchpoints with consumers including PR, a national TVC, paid media partnership with Nine and an exclusive retail partnership with Coles, activating in point-of-sale.
#FinishWaterWaste is part of a global commitment from Finish to bring worldwide attention to the issue of water scarcity and inspire smarter water use.
Australians wanting to participate will find tips and tricks on how to reduce their water usage on the #FinishWaterWaste website^.
Brand: Finish, Reckitt Benckiser Hygiene
Water Delivery Partner: Rural Aid
Retail Partner: Coles
Campaign Strategy & Creative, PR & Social Media: DEC PR
TVC: Havas / Nowscreen
#FinishWaterWaste Microsite: Max Lochhead
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