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.

Here, the medium is also the idea. We used traditional media TV, newspapers or web sites in non-traditional ways. We didn’t air a commercial or place an ad. We located Finish Water Index in a place, which has been never used before.

Finish Water Index is now beside Dollar, Euro and gold wherever they are.

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.

Turkish economy is not promising. The most popular investment choice is foreign currencies and golds. The daily value of these is in everybody’s radar. And this is a great opportunity to show people what really matters: water!

In our third year of water preservation campaign, we created a brand-new index which shows true amount of usable water in Turkey.

Reserves, forecasts, industrial, agricultural and domestic consumption all go into a regularly computed and weekly updated formula. All these data simplified into a single value between 70 and 130.

we used an integrated media approach by placing the water index widget on TV beside currency exchange rates (a media first usage) and on news web sites. In addition to these TV spots, integration in TV programs, branded Interviews on TV and press conferences, social media ads, targeted display ads, newspaper ads and TV bands are used with the same integrated approach.

First, we placed Finish Water Index beside Dollar and Euros in every single platform: Most watched news channels like CNN Turk and Bloomberg; most read newspapers like Haber Türk and Sabah, most visited web sites like Milliyet.

Then we explain the index and upcoming drought in TV commercials, print ads, billboards, TV series integration, special programs on Fox and Bloomberg with this claim: For the first time we will know the true value of the water.

By building our communication in the light of our “Media That Matters” approach, we built a truly trusted (working with the most respectable bank and making a real index calculation), and influential (dominating every single media channel) communication and by encouraging people to calculate their water footprints on campaign website and start saving today, we fulfilled our communication as engaging!

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.

Turkey will be a water poor country in near future. And yet people waste water like there is no tomorrow. Three years ago, Finish started water preservation campaign.

In Turkey the dishwasher penetration rate is 80%. However, 50% of the people pre-rinse their dishes, thus wasting 57 liters of water in every cycle. Inspired by this fact, Finish created a brand promise: stop pre-rinse and save 57 liters of water with Finish.

In our third year, we extended our scope to “stop wasting water, start saving today”.

With Finish Water Index, we wanted to break this misconception: water is infinite.

As the index becomes part of our daily life we will be more aware of its value. And since its launch the conversation on water scarcity and the amount of water saved already increased.