Insight
Water misuse in areas where gangs live in Honduras is unprecedent. Aguas de Choloma realised it couldn´t change the behaviour of people living in Mara-controlled areas, because they do not have any respect for the law, the government or the water companies. It needed to reach them through a different non-traditional method, in order to get them to listen.
Strategy
Change is possible. But first it needed them to listen. The only thing they are afraid of, or they will listen to, is to the power of nature. Since UM couldn’t reach them through traditional media, as they don’t listen to the government or water companies, it needed the planet to speak to them.
Execution
By sending sound messages through the company´s water pipes, the agency built a basic installation using the company´s tubes and materials. It also had an audio amplifier at the beginning of the tube. A safety water tap was installed for water shortage and when people came to pick up water, instead of water running they were startled with a voice coming out of the tap saying: “Listen to me, I am the earth, and I´m running out of water. Use it wisely, close the tap!”
Results
1. Relevant mouth to mouth publicity
2. Consumption reduced from 490 litres to 150 litres per day
3. Other water companies have asked to repeat the same action
4. The budget for each activation was only the cost of a crew’s day work which is 10,000 Lempiras (approx. $500) and the company’s own material used temporarily. The action generated 350,000 Lempiras ($16,548) in earned media.