Water scarcity is a global issue but people still waste it as if it has no value. They don’t seem to appreciate how precious it is. Arwa wanted to change that by encouraging people to reconsider the value of clean water. Knowing that you can’t put a price on clean water, we didn't, we removed it altogether. We launched the Price of Water campaign that asked people to pay for water what they feel it’s worth.

An emotional film asking people to re-evaluate the value of water launched the campaign on TV and online, followed by a unique sales promotion in over 100 stores. Then we decided to develop the easiest donation system ever. And Twitter Tap was born.

Twitter Tap shared one simple tweet, and challenged people to get involved. For every re-tweet or reply we donated five dirhams to provide clean water to Syrian refugees. To drive the campaign, we posted a daily diary of Nour, showing the harsh realities of life in Zaatari refugee camp. And as donations came in, our dynamic header on Twitter allowed people to see the water being cleansed in real-time.

The campaign was a huge success. It gained 30 million media impressions. The online film was viewed 1.5 million times in 6 weeks. And Price of Water gained 50,000 Twitter followers. At the end of the campaign Arwa donated 200,000 liters of clean water to refugees and raised enough money to provide a long-term solution with two permanent water filtration systems in Zataari Refugee Camp that’ll provide thousands of liters of clean water every month.

Arwa, a product of The Coca Cola company, is a large and well respected bottled water brand in the region, so it is the perfect brand to develop a campaign about the scarcity and value of water. By removing the price altogether and allowing people to pay what they felt water is worth, The Price of Water campaign made people stop and make a conscious decision about the true value of water by paying what they felt it was worth.

During the in-store activation people paid on average nine times more than the regular price for a bottle of Arwa.

This allowed us to donate more than 200 000 litres of clean water to refugees. We were also able to provide a long-term solution by installing two permanent water filtration systems in refugee camps that’ll provide thousands of litres of clean water every month.

This campaign helped people realise the true value of water by removing the price altogether.