Colgate experiences tackle water waste in Russia with the Save Water Mirror

Established dental care brand Colgate collaborated with Russian hotel chain AZIMUT to deliver a finely-targeted experiential campaign with a simple message: make a big difference for a small change.

The educational ‘Every Drop Counts’ campaign made clever use of bathroom mirrors at AZIMUT hotels across Russia.

Colgate used anti-condensation substances and waterproof markers to write a multitude of campaign messages on mirrors throughout AZIMUT’s chain, which would only appear if a room steamed up to a sufficient – and unnecessary – level through excessive water use.

The stunt forms part of Colgate’s much wider drive to influence and change attitudes towards water waste, starting with the simplest of actions: making sure the faucet is switched off when brushing teeth.

So far, the brand claims that over 45,000 people have spread the word with #EveryDropCounts – no doubt helped along the way by Olympian Michael Phelps and other key social influencers – which equates to a saving of 364,440 gallons of water every day from people pledging to think twice about water and turn off the tap when it’s not needed.

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