Cannes Lions

Awa

FAHRENHEIT DDB, Lima / ANDEA / 2021

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Overview

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Overview

Background

In the world, there are still 159 million people who depend on the surface or untreated water, such as rivers, lakes, ponds, and streams. Due to this and their cultural heritage, a significant percentage washes their clothes in the rivers. In Peru this heritage is attributed to its Inca origin, and doing this is also an opportunity for socialization among the women of the villages.

Unfortunately, the soap used to wash clothes contributes to the contamination of the river on which the entire community depends because it is the principal source of “drinkable” water, unconsciously causing various diseases.ANDEA, the mineral water of Cusco, whose purpose is to preserve the natural sources of the Andes, was looking for a solution to be able to improve the quality of the water, without altering the custom that by cultural heritage they already have, and take advantage of this to start a decontamination process.

Idea

AWA: The soap that cleans the rivers is a product that seeks to replace traditional soaps for washing clothes. This soap contains microorganisms with a probiotic function capable of feeding on the pollutants of the rivers, and in this way, using a tradition that by cultural heritage have different communities, generate a new system for improving water quality.

This pilot project was registered and disseminated through digital media and social networks, with the aim of getting different companies and organizations interested in our formula, so that more people use it and thus we continue to clean more rivers. Our video achieved great repercussions, reaching various television channels, magazines, and digital portals.

Strategy

Our PR strategy was based on a very important detail of our idea: releasing the AWA project for free. In this way, our idea sought the involvement of external agents in order to have a truly transcendent impact. Thus, many people shared our content, because that way they helped us to make more people see it and become interested in using the AWA formula.

Execution

After verifying the effectiveness of our product, we decided to do a pilot decontamination project in the small community of Huacahuasi, in Cusco. We took soaps there and gave them to people to use for a while and thus continue to verify that it actually had a positive effect on the water of their rivers. In addition, we showed them how it works and we communicated our project through posters that we put up around Cusco.

This pilot project was registered and disseminated through digital media and social networks, with the aim of getting different companies and organizations interested in our formula, so that more people use it and thus we continue to clean more rivers. Our video achieved great repercussions, reaching various television channels, magazines, and digital portals.

Outcome

With the soap in the center of attention, our project got more than 120 million impressions. Thanks to obtaining (only until today) PR Coverage in more than 30 sources (nationally and internationally), we have achieved more than 3 Million dollars in Earned Media. Lots of design websites have recognized the beauty of AWA. But most importantly, people found it easy to get used to this new product.

In social networks, we obtained a rate of 98% Positive Sentiment and we had an increase of 83% in our Facebook and Instagram community. But the most important thing is that more than 500 organizations from different countries are interested in using AWA Formula, with which we are working to make a reality and reach many corners of the world with AWA soaps.