Three years ago, Finish started a water preservation campaign. The motto was “stop pre-rinsing and save 57 liters of water”. In 2020 we extended the scope and focused on all the water saving methods.

With Finish Water Index we simplified the usable amount of water we have into single number.

By just looking at it, one can easily understand the water issue in the country. And it is also possible to learn the collective consumption trend by change in the value.

With Finish Water Index the connection between Finish and water saving is strengthened ever more.

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.

Water scarcity was a silent issue until the increased consumption during the initial months of the pandemic and constant news on decreasing levels at dams. Everyone needed a safe reference to have an idea on the water scarcity and the risk of a possible drought but there was not nor had been a clearly presented data on the issue. Finish Water Index was there to solidify the value of water and become a reference, and on top of all easily accessible.

The message was loud and clear: "You check the foreign currency exchange rates or gold prices every day. But what about the single most vital asset more important than these?"

Consumers – both savvy and uninformed-, industrial and financial stakeholders, relevant public offices and key opinion leaders were addressed with the launch campaign.

The launch was realised at BIST, the Istanbul Stock Exchange, with a gong ceremony. Though limited by pandemic restrictions, a hybrid press event – on premise and online reached out to all targeted media and broadcast nationwide.

Spokespersons from Finish and Turkish Industrial Development Bank (TSKB) elaborated the process from design to implementation, later answering a long array of questions from media and other interested parties. The media reach out further extended to interviews both online and in person, TV features with explanatory content on business and mainstream media.

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.