The daily struggle to find clean water around the world inhibits progress, particularly for hundreds of millions of women and girls. P&G developed a powder that purifies dirty water, and they partner with nonprofits around the world to distribute these packets in developing nations. We wanted to highlight the great work they are doing to help tackle the global water crisis, so we partnered with social media partner, Upworthy, to tell the stories of the women of Ghana to educate, create awareness and promote advocacy for the provision of clean water.
The program included three phases:
First, we created content to drive action, empathy, and education. We traveled to the Saboba region of Northern Ghana to meet three mothers all running their own businesses and households, and told the stories of how access to clean water has enabled positive change in their lives and given them freedom to become advocates. Bichibila – disabled as a child by an illness now spearheading water education in her community, Nnena – running a farm, raising 6 children, and educating her village on clean water, and Fusenia – local nurse using her skills to educate mothers and children on the importance of clean water for their families. The films were launched on World Water Day in March 2017, and reached millions.
Second, we focused on educating consumers, working with Upworthy on articles and images celebrating innovative clean water solutions as well as P&G scientist Phil Souter who developed the purification powder. This sustained the conversation in between the launches of the films.
Finally, we leveraged global thought-leaders with substantial social followings for a coordinated #UpChat on Twitter, building a cohesive conversation around clear water and educating the masses.
The program exceeded benchmarks with over 5 million unique views to date. Combined with the social dialog from followers of global thought leaders, we reached an estimated 30 million additional consumers. The Twitter #UpChat event reached 4 million with over 1,000 social conversations.
Through the Power of Clean water, P&G is helping empower women and giving them the opportunity to change the world for the better.