Dishwasher brand Finish is aiming to raise awareness around how to save water with a campaign encouraging people to adopt small habits to end water scarcity.
As part of the 'Finish Water Waste' push, the brand has transformed Sydney’s Bondi Icebergs Pool into the country’s 'largest kitchen sink'. Former Olympian and Finish Water Waste ambassador, Libby Trickett was enlisted to turn off the tap in a bid to get Australians to back the campaign.
The creative, developed by DEC PR, is based on 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 social media user using #FinishWaterWaste, Finish will donate 40 litres of water to drought-affected Australians through not-for-profit organisation, Rural Aid.
The 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.
Arnaud Sudre, marketing director of RB Hygiene Home said: “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."