The Vanarai Foundation in India has been encouraging the responsible use of water with a print advertising campaign with a difference. The organisation is working in more than 250 villages with the objective of making them self reliant, with goals of clean, green, self reliant villages, afforestation, agriculture with modern methods, animal husbandry, latrine and gobar gas for every house, eradication of illiteracy, family planning and creating local employment opportunities. Vanarai wanted people to realise that indiscriminate use of water leads to some people missing out altogether. A centrefold advertisement was transformed by the reader turning a transparent sheet, transferring the stream of water from the running tap to the dry tap. Readers then got a message about how they could save water for the less fortunate.
The Water Conscience campaign was developed at McCann Worldgroup Mumbai by regional executive creative director Prasoon Joshi, executive creative director Ryan Menezes, art directors Sandip Gaikwad, Milind Palav, copywriter Lolita D’souza and photographer Saish Kambli.