BACKGROUND
Over 40 million Indonesians lack access to reliable water sources. People in the capital city, Jakarta, are reported to have been spending US$ 11 per month on boiling water or buying bottled water, implying a significant burden for the poor. The campaign is to introduce Unilever Pureit as the solution to this problem. With its unique multi-stage purification process, it has met the global safety norms of Environmental protection Agency (EPA) in the U.S, one of the world’s most stringent regulatory authorities.
PEOPLE
Targeting Indonesian mothers and adults in general
IDEA
The campaign illustrates the product’s ability to purify any kind of water. It is an affordable solution especially for those living in slumber areas, where people don’t have access to electricity for the boiling process.
