In an attempt to bring awareness to the water shortage reality that exists in Brazil, Colgate enlisted the help of Mauricio Candela & Marriott Hotels to launch the campaign, “Cada Gota Conta”.
Colgate’s goal was to “enable guests to re-evaluate their water use habits”. They began the process by asking Mauricio to create a simple image of a child standing in a dry field with the message, “A água que você desperdiça é a água que eles precisam/The water that you waste is the water that they need.” The image & message was then printed and placed in sinks of the rooms and public areas in Marriotts across Sao Paolo & Recife.
The placement was intended to capture the attention of guests while they were brushing their teeth and cause then to pay closer attention to their water consumption.
Mauricio also created a short video that was launched on World Water Day (March 21st), which received 4.8 million impressions in the first 24 hours.