Water is the most undervalued resource and victim of a misconception: water is infinite.

To show the usable amount of water and simplify it into one single number we created Finish Water Index.

The amount of water in dams; the industrial, agricultural and domestic consumption all go into a regularly and weekly updated computed formula.

From now on by looking at a single number, can we know the answers of these questions:

Do we have enough water?

Do we have to save more water?

Does our saving habits work?

One single number, answers to many questions.

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.

The problem was water saving is not a habit and the water issue is not in our agenda. However, Turkey will be a water poor country in near future. And yet people waste water like there is no tomorrow.

Having surrounded by seas and the fact that earth consists of 74% of water creates an illusion. Despite these figures, only the fraction of water is usable. Just 0.006% of it.

We wanted the amount of water to be tracked by people like currencies or gold.

With the help of Turkish Industrial Development Bank (TSKB), we created Finish Water Index. Reserves, forecasts, industrial, agricultural and domestic consumption all go into a regularly computed and weekly updated formula.

As the index takes its place in our lives, we will understand the value of water better.

With the help of Turkish Industrial Development Bank (TSKB) we created a water index. We wanted Finish Water Index as simple as possible. the data consists of 2 resources: The amount of water at reserves and the water consumption (industrial, agricultural and domestic consumption).

Then all these data simplified into a single value between 70 and 130.

We identified four critical levels in this interval.

Below 70: the water scarcity level

Between 70 and 100: Water stress level

Above 100: No water stress level

Above 130: Abundance level

Index is now 86, which is close to critical level of 70.

By looking at this value, one can clearly understand the water issue in the country.

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.