São Paulo is facing one of the biggest droughts in its history. Because of this, Alpha FM

radio would like to alert all of its listeners to the importance of saving this natural

resource.

And to alert the largest possible number of people to this issue, we created the Dry

Songs campaign, an action that removed the word “water” from all of the songs played

on the station.

At the end of each song, the announcer said that the word “water” had been removed,

to alert people to the importance of saving water.

We alerted 1 million people to the importance of saving water.

We removed the word “water” from songs that we played on Alpha FM radio and we

filled the space with complete silence. At the end of each song, the announcer

informed listeners that the word “water” had been removed from the song to alert

people to the importance of saving water, so that this precious resource does not run

out.

São Paulo is going through one of the worst droughts in its history, so we created a

campaign seeking to impact the greatest possible number of listeners, alerting

everyone to the importance of saving water in this period.

To do this, instead of creating a normal radio spot, we created an interruption during

the thing that people hear most during a radio broadcast: music.

We removed the word “water” from songs played on Alpha FM radio. At the end of

each song, a message informed listeners that the word “water” had been removed

from the song to show the importance of saving water.