One barrier in convincing people to consume water more responsibly, is their perception of water's value. They regard water as infinite and thus cheap commodity. Finish Water Index is a regularly computed formula which quantifies the availability of water and demonstrates its true value.

This is placed alongside all the assets we deem of value: like dollars, gold, cryptocurrency. The idea is groundbreaking in two ways: 1. It quantifies the true value of water in an unprecedented way. 2. It shifts public perception through innovative use of media.

According to the UN reports Turkey will be a water poor country by 2030. Yet, people waste like there is no tomorrow.

Three years ago, Finish, the dishwasher detergent, started a water preservation campaign. Initially, the aim was to eradicate hand dishwash and pre rinsing. Although dishwasher penetration rate is 80% in Turkey, 50% of the consumers pre-rinse their dishes, wasting 57 liters in every cycle. The consistent communication of the brand made it the number one ambassador of water preservation. Thus the brand went beyond dishwashing habits and started communicating on all areas of needless water consumption. One key barrier in habit change was people’s perception of water as an infinite, cheap resource, making them take it for granted and hence use it without precaution or care.

In our third year of water preservation campaign, we wanted to put water saving on every single person’s agenda.

Water is the most undervalued resource. Currencies, stocks and oil is nothing compared to the value of a water. And until now, there was no attempt to show water’s true value.

With the help of the well-respected Turkish Industrial and Development Bank (TSKB) we created an index which shows the value of water: Finish Water Index.

Reserves, forecasts, industrial, agricultural and domestic consumption all go into a weekly computed formula. The figure quantifies water availability (and thus its value) on a scale where below 70 is draught and above 130 is abundance. The index was inserted into every medium where the values of financial assets are demonstrated daily.

It is launched on September 25th.

Its opening ceremony was held in Istanbul Stock Exchange on October 1st.

The innovation here is converting a rich data to a meaningful value, which means explaining the usable amount of water in one single value.

With the help of well-respected Turkish Industrial Development Bank (TSKB) we created an index which shows the value of water: Finish Water Index.

Turkish Industrial Development Bank (TSKB), a respected financial institution in Turkey, formed a task force of financial advisors, consultants, research professionals, analysts and academics to design the Finish Water Index, along with marketing and communications teams of Finish and its agencies.

Reserves, forecasts, industrial, agricultural and domestic consumption all go into a regularly computed formula.

The Finish Water Index was formed to interpret data between 70 and 130.

Below 70: the water scarcity level

Between 70 and 100: Water stress level

Above 100: No water stress level

Above 130: Abundance level

Finish Water Index has reached 27 million people on TV.

The monthly reach is 25 million via the widgets on the news web sites.

After its launch the conversation on water scarcity has increased by 121%.

Among the people who have seen Finish Water Index, the water consumption has decreased by 9%.

The number of visitors of campaign web site yarininsuyu.com (tomorrow’s water) has increased by 600%.

The “Top of Mind” (TOM) score of Finish increased by 4 points. Finish overthrew its competitor and became the leader in TOM score.

Upon government request the local versions of index are being prepared.

USA, Australia and Italy are adopting the index.