Finish has today launched a campaign in a bid to raise awareness of the small habits we can make to Finish Water Waste via DEC PR.
Finish, a RB Hygiene Home brand and number one recommended dishwasher brand globally, was intent on lending its brand power to help a cause directly linked with its purpose – water scarcity.
The creative ‘Finish Water Waste’ was developed in response to research highlighting that while Australia is the driest country in the world, it is the third largest consumer of fresh water, using an average 100,000 litres per person per year. In fact Australians waste up to 20 billion litres of water a year just through pre-rinsing dishes before loading the dishwasher.
For each promise made via social media using #FinishWaterWaste, Finish will donate 40 litres of water to drought affected Australians through not-for-profit organisation, Rural Aid. As Rural Aid’s Official Water Partner, Finish has promised to donate 6.8 million litres of water to rural communities in need.
The integrated marketing campaign will have multiple touchpoints with consumers led by the activation launch at Bondi Icebergs, supported by TVC running across screens, PR, social media, influencer marketing and point-of-sale.
Launching the new initiative, Sydney’s iconic Bondi Icebergs Pool has today been transformed into the country’s largest kitchen sink. Former Olympian and Finish Water Waste ambassador, Libby Trickett has Turned off the Tap and made her own promise hoping to inspire more Australians to get involved.
The campaign is part of a global commitment from Finish to bring worldwide attention to the issue of water scarcity and inspire smarter water use at home. The global campaign has already launched in Turkey with Italy to follow; countries where water scarcity is a lesser known issue among the population than it is in Australia.
Says Arnaud Sudre, marketing director of RB Hygiene Home: “At RB Home & Hygiene, our vision is to create a cleaner world. As a business, we believe we have a responsibility to affect change that delivers wider benefits to society and the environment. We want our brands to deliver beyond their functional benefit and we want to leverage our brand power for a greater good.
“Australians are savvy on the issue of water scarcity and so our role here is to help educate them on some of the simple habits we can all change to reduce water wastage. We don’t have all the answers or think we alone can solve the water crisis, but we believe that we can play a role to raise awareness on ways to conserve water. We’re very excited by this campaign and are asking Australians to make their promise and help Finish Water Waste.”
Finish has onboarded National Geographic as a global content partner, developing short form OLV and native content outlining the magnitude of the water scarcity crisis in Australia and tips for reducing our water consumption in the home.
The campaign will also air a 45”, 30” and 15” TVC on free to air from Sunday 8 September, demonstrating the water that is wasted by pre-rinsing your dishes and Finish’s commitment to Finish Water Waste.
In addition to making a water donation for promises made by Australians via the hashtag, Finish will also donate 40 litres of water for in-store purchases of select packs of Finish Quantum Ultimate at Coles and Woolworths throughout September and early October.
Through social media and in-store pledges, Finish and Rural Aid will donate up to 6.8 million litres of water to communities in need.
More information can be found on a microsite dedicated to the campaign finishwaterwaste.com.au.
Brand: Finish, Reckitt Benckiser Hygiene Home
Campaign Creative, PR & Social: DEC PR
Content Partner: National Geographic
Water Delivery Partner: Rural Aid
Microsite: Max Lochhead