Colgate®

Colgate realized something: when most people brush their teeth, they leave the faucet running. Leaving the water running while brushing wastes up to 4 gallons of water every time (enough water to fuel you for 8 SoulCycle classes), and as an oral care brand we knew it was our responsibility to spread a message of conservation.

We launched with a Brushing Service Announcement™ from Colgate and a guy who knows a thing or two about water: Michael Phelps.

Saving water on digital and social

We followed with a microsite where people could pledge to save water with Michael, and brag about it on Twitter.

Our save water messaging extended to all of our social media platforms.

A Real-world reminder

This year, we distributed 30,000 of our Save Water stickers through elementary schools in NYC and our website. They helped give people a real-world, physical reminder to turn off the faucet, and clean their sinks more often.

We also set out to educate people on what 2 minutes of wasted water looks like by equating it to a more relatable unit—the glass of water you always knock over by accident in the middle of the night.

We even did a Times Square billboard takeover. It was the first and last time I’ll spend that much time in Times Square.