Results and Effectiveness

Passers-by used the bags on rainy days and a lot of them were kind enough to make donations. Some people even took a few to give to their friends and family to help spread the message.

Creative Execution

Even something like rainwater is precious to the people of Northwest China. Based on this insight, we created plastic umbrella bags and placed them in shopping malls all around Hong Kong. When it rained, they were guaranteed to be used. And with the people prepared to spend money on their shopping, they were more likely to donate. With a picture of a glass on the bottom, it looked like the rainwater was filling it up. This helped to convey our message that even a few drops of precious rainwater makes a thirst-quenching drink in Northwest China.

Insights, Strategy and the Idea

Northwest China is one of the driest regions in the world and drinking water comes predominantly from the small amount of rainwater collected in water cellars. On the other hand, many people in Hong Kong take their clean water supply for granted. Our aim, therefore, was to raise awareness on this problem and encourage the people in Hong Kong to help by donating. We wanted to use an innovative media where people were close to water but never paid attention to it.