GLOBAL CLIMATE CHANGE CAMPAIGN: FLUSH

Credits:

Bartek Rams, Ogilvy Group, Creative Director
Mikhail Krivorouk, Ogilvy Group, Design Studio Director
Olexa Jirov, Ogilvy Group, Art Director

Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
The communication objective was to encourage people not to waste water pointlessly.
We’ve managed to bring the global warming warning message alive by provoking people to act. Global warming is often considered as a huge problem, which can only be handled by a global force, meaning “not me, not now”. With an ambient message interrupting people whilst taking a regular action – flushing the water - we remind them that, by small decisions, we can contribute to the fight against global warming.

Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
In civilised countries, 27% of fresh drinking water is wasted every day for toilet flushing. Huge amounts of energy are required to produce and clean this water. We can save water, and some energy, every time we visit the wash room. Many toilets are designed to give you a choice of how much water to use for flushing.
Our campaign makes you think. We have designed the 'I don't give a shit about global warming' stickers, calling upon you to decide whether you care about global warming or not. By choosing 'I agree' (big button on the toilet flush, meaning a huge amount of water is used) or 'I disagree' (small button on the toilet flush, standing for smaller amount of water to be used) one could contribute to environmental control.

Show how the media idea travelled across different touch points and successfully reached the target audience.
The message is addressed to the public, for this environmental issue is of general concern. The message is relevant to the place and engages the audience well, by provoking decision-making.

Show how the execution maximised the value of the investment and generated business results
The campaign is still running, so it’s too early to talk about results. However, we believe that every litre saved contributes to the global environmental effort.