Less is more
LESS IS MORE
Let’s be MORE with LESS
WATERAID & UNILEVER COME TOGETHER FOR A BRIGHT FUTURE
WaterAid is an international organisation whose mission is to transform the lives of the poorest and most
Unilever has brands with a purpose that meet people’s everyday needs while creating a brighter
marginalised people by improving access to safe water,
future. Unilever’s USLP program coupled with Project
sanitation and hygiene. They have already touched the
Bright Future aims at motivating millions of people
lives of more than 3 million people last year alone
to adopt more sustainable lifestyles
Applying philosophy of conscious living : Lets be more with less! •
Collective effort between Unilever’s water purifying brand; Pureit and WaterAid’s grassroot network and volunteers/local NGOs
•
Cross the bridge From Intent To Action, by using LESS today so that all children have MORE
tomorrow •
Aim to create a more equitable world in terms of access to clean water and basic hygiene
•
Convert HAVE NOTS to HAVES!
WE BELIEVE : WE NEED TO USE LESS AND IN RETURN GIVE AND HAVE MORE TOMORROW
• In these times, we need to move closer to ending the global crisis on water, sanitation & hygiene by living consciously and creating a better life for future generations • Use less water to have more tomorrow
REALISE : ground water is a limited resource ; NOT a source ACTION : Use LESS today, for MORE to be available tomorrow
INSIGHT FROM OUR TG ; DIGITAL NATIVES AND GLOBAL CITIZENS INSIGHT
TG
• Core TG loves to travel,
“I am aware of problems plaguing the world and want to help but do not want to just donate money!
Wish I could contribute in some way… ”
experience new experiences and contribute back to society • Statistics Portal : From 2003 to 2013, the number of international travellers has doubled to 1.04
• Love socialising and being viewed as agents of change • MTV Youth Study’14, India : 80% claim
Billion
they love meeting new people
• They are active digitally and reasonably tech savvy • MTV Youth Study’14, India : 54% of them check online updates as soon as they wake up !
HOW DO WE GET THEM TO USE LESS TO GIVE MORE?
BIG Idea Help alleviate the pain of women and children across the world who traverse miles just to access clean water for daily necessities by foregoing some part of your baggage allowance while you travel
DID YOU KNOW ? An Asian/African woman carries 20 kg for about 20 miles on an
Lessen Your Baggage To Lessen Their Burden
average everyday just to get clean water?
LESSEN YOUR BAGGAGE TO LESSEN THEIR BURDEN, ONE MILE AT A TIME
Step 2
Step 1 • Every time you travel, sacrifice some part of your baggage limit • Earn WATERMILES for every kilogram/lbs you forego
• UL and WaterAid tie up with
Step 3 • Reward travellers’ good deed by
partner airlines to send Pureit
airlines granting them more Air
(water purifiers) in lieu of the
miles
freed baggage allowance which reach women & children through WaterAid volunteers and networks
• Track your WATERMILES on WaterAid app/site • Travel miles can be used to fuel his
wanderlust
or •
1 WaterMile
In turn donate that back to the Project Lessen Your Baggage To Lessen Their Burden.
Hence, everyone everywhere can have safe water by 2030
1 ltr of clean water provided
AMPLIFICATION OF IDEA • Live Track the number of people whose lives have been
TONALITY •
touched by WaterAid on the WaterAid app through your & your friends’ initiatives • Share on your favourite social platform • Barter WaterMiles with your friends as travel currency
Create a moment of shock to get people to let go of their inertia
•
Do not preach
•
No lengthy sob stories or tear jerkers
•
Music, look and feel to be disruptive in line with brand guidelines
GRAB ATTENTION BY CREATE SHOCKING CONTRAST IN THE AWARENESS PHAS E – HAVE’S VERSUS HAVE NOT'S ACROSS MEDIA CHANNELS HAVE’S
Every time you flush down a cigarette or a cigarette butt, facial tissue or other small bit of trash
2 minutes reduction in showering time
30 litre bucket of clean water saved
HAVE NOT’S
Deprive the affected of 12 to 15 litres of water
Saves water worth $150 or 4600 gallons of water each year
One less child walking to collect water out of 140 Mn hours spent on travel for water daily
WHAT’S IN IT FOR ME? WIN-WIN FOR ALL!
Airline Partner
• Driving top of mind
• Driving top of mind
awareness of the organisation
awareness of the organisation
• Resulting in higher number of
• Resulting in higher number of
supporters and donations
purchases for Pureit
• Driving top of mind awareness of the organisation • More customers given trend of people endorsing brands who champion a cause
• Chance to connect with the
• Position itself as a
core TG and get them
responsible brand that
involved in the cause
touches lives
resulting in higher traffic and sales • Drive positive PR
TG • Being part of a community of change agents • More WATERMILES lead to more monies for future travel • More WATERMILES lead to more SMILES on the faces of
those who are deprived
CURRENT PLAN-BUDGETS &
LONG TERM PLAN FOR WATERAID
DELIVERABLES
TIE UP WITH MORE COMPANIE S THAT BELIEV E IN DOING GOOD
1. 2. 3.
TV campaign
BY MAKING ACCES S TO CLEAN WATER FOR THE NEEDY EASIER
1.
Budget for media: 900k € Production budget : 100k €
Print ads Digital app to track
2.
Timelines : •
30 days for Master TVC Script
Miles have been
•
Campaign
earned and number
•
60 days for digital application
how many Water
design
of people who have benefitted
•
To go live - in 6 months
• Tie up with Hotel Chains – encourage them to not trash half filled glasses or bottles of water and instead use them in loos • Solve for water distribution issues rather than production issues in developing countries - Install Pureit as dispensers of clean water • Collaborate with Sanitary fittings companies to develop affordable taps/showers that auto cut off
Let’s be MORE with LESS
WATERAID & UNILEVER COME TOGETHER FOR A BRIGHT FUTURE
WaterAid is an international organisation whose mission is to transform the lives of the poorest and most
Unilever has brands with a purpose that meet people’s everyday needs while creating a brighter
marginalised people by improving access to safe water,
future. Unilever’s USLP program coupled with Project
sanitation and hygiene. They have already touched the
Bright Future aims at motivating millions of people
lives of more than 3 million people last year alone
to adopt more sustainable lifestyles
Applying philosophy of conscious living : Lets be more with less! •
Collective effort between Unilever’s water purifying brand; Pureit and WaterAid’s grassroot network and volunteers/local NGOs
•
Cross the bridge From Intent To Action, by using LESS today so that all children have MORE
tomorrow •
Aim to create a more equitable world in terms of access to clean water and basic hygiene
•
Convert HAVE NOTS to HAVES!
WE BELIEVE : WE NEED TO USE LESS AND IN RETURN GIVE AND HAVE MORE TOMORROW
• In these times, we need to move closer to ending the global crisis on water, sanitation & hygiene by living consciously and creating a better life for future generations • Use less water to have more tomorrow
REALISE : ground water is a limited resource ; NOT a source ACTION : Use LESS today, for MORE to be available tomorrow
INSIGHT FROM OUR TG ; DIGITAL NATIVES AND GLOBAL CITIZENS INSIGHT
TG
• Core TG loves to travel,
“I am aware of problems plaguing the world and want to help but do not want to just donate money!
Wish I could contribute in some way… ”
experience new experiences and contribute back to society • Statistics Portal : From 2003 to 2013, the number of international travellers has doubled to 1.04
• Love socialising and being viewed as agents of change • MTV Youth Study’14, India : 80% claim
Billion
they love meeting new people
• They are active digitally and reasonably tech savvy • MTV Youth Study’14, India : 54% of them check online updates as soon as they wake up !
HOW DO WE GET THEM TO USE LESS TO GIVE MORE?
BIG Idea Help alleviate the pain of women and children across the world who traverse miles just to access clean water for daily necessities by foregoing some part of your baggage allowance while you travel
DID YOU KNOW ? An Asian/African woman carries 20 kg for about 20 miles on an
Lessen Your Baggage To Lessen Their Burden
average everyday just to get clean water?
LESSEN YOUR BAGGAGE TO LESSEN THEIR BURDEN, ONE MILE AT A TIME
Step 2
Step 1 • Every time you travel, sacrifice some part of your baggage limit • Earn WATERMILES for every kilogram/lbs you forego
• UL and WaterAid tie up with
Step 3 • Reward travellers’ good deed by
partner airlines to send Pureit
airlines granting them more Air
(water purifiers) in lieu of the
miles
freed baggage allowance which reach women & children through WaterAid volunteers and networks
• Track your WATERMILES on WaterAid app/site • Travel miles can be used to fuel his
wanderlust
or •
1 WaterMile
In turn donate that back to the Project Lessen Your Baggage To Lessen Their Burden.
Hence, everyone everywhere can have safe water by 2030
1 ltr of clean water provided
AMPLIFICATION OF IDEA • Live Track the number of people whose lives have been
TONALITY •
touched by WaterAid on the WaterAid app through your & your friends’ initiatives • Share on your favourite social platform • Barter WaterMiles with your friends as travel currency
Create a moment of shock to get people to let go of their inertia
•
Do not preach
•
No lengthy sob stories or tear jerkers
•
Music, look and feel to be disruptive in line with brand guidelines
GRAB ATTENTION BY CREATE SHOCKING CONTRAST IN THE AWARENESS PHAS E – HAVE’S VERSUS HAVE NOT'S ACROSS MEDIA CHANNELS HAVE’S
Every time you flush down a cigarette or a cigarette butt, facial tissue or other small bit of trash
2 minutes reduction in showering time
30 litre bucket of clean water saved
HAVE NOT’S
Deprive the affected of 12 to 15 litres of water
Saves water worth $150 or 4600 gallons of water each year
One less child walking to collect water out of 140 Mn hours spent on travel for water daily
WHAT’S IN IT FOR ME? WIN-WIN FOR ALL!
Airline Partner
• Driving top of mind
• Driving top of mind
awareness of the organisation
awareness of the organisation
• Resulting in higher number of
• Resulting in higher number of
supporters and donations
purchases for Pureit
• Driving top of mind awareness of the organisation • More customers given trend of people endorsing brands who champion a cause
• Chance to connect with the
• Position itself as a
core TG and get them
responsible brand that
involved in the cause
touches lives
resulting in higher traffic and sales • Drive positive PR
TG • Being part of a community of change agents • More WATERMILES lead to more monies for future travel • More WATERMILES lead to more SMILES on the faces of
those who are deprived
CURRENT PLAN-BUDGETS &
LONG TERM PLAN FOR WATERAID
DELIVERABLES
TIE UP WITH MORE COMPANIE S THAT BELIEV E IN DOING GOOD
1. 2. 3.
TV campaign
BY MAKING ACCES S TO CLEAN WATER FOR THE NEEDY EASIER
1.
Budget for media: 900k € Production budget : 100k €
Print ads Digital app to track
2.
Timelines : •
30 days for Master TVC Script
Miles have been
•
Campaign
earned and number
•
60 days for digital application
how many Water
design
of people who have benefitted
•
To go live - in 6 months
• Tie up with Hotel Chains – encourage them to not trash half filled glasses or bottles of water and instead use them in loos • Solve for water distribution issues rather than production issues in developing countries - Install Pureit as dispensers of clean water • Collaborate with Sanitary fittings companies to develop affordable taps/showers that auto cut off
