The Brief

87% of the Indonesian population has no access to clean water. Even public tap water is unsafe to drink. Poor sanitation and unclean water is responsible for 80% of all sickness & disease, killing more than 136 children every day. Despite the staggering statistics and widespread scale of the problem very little has been done to address the issue. Affluent Indonesians buy bottled water-the rest are left to fend for themselves. We wanted to raise the profile of this problem in a very public and provocative way-to get people talking about the issue & hopefully drive action from the government.

Creative Execution

There’s no better medium to show the problem than public toilets and basins. People were caught off guard by the shocking message in a place where they were taking for granted for using water.

Describe the creative solution to the brief/objective.

A specially built projector with motion and time controller installed in hundreds of public toilets. Whenever people wash their hands a video of a child and mother with a baby is projected into the trough creating a clear reminder that many people have no choice but to drink unclean water.

Results

For the first time this issue was being openly discussed – in the media on blogs and chat rooms - even top celebrities joined in the discussion. The number of callers converting to donors increased 50 fold with the funds being used for procuring hundreds of water filters. People are also starting to make petitions to the government to take action.