AUARA

1. Campaign Objective:

The objective of the social enterprise AUARA is to facilitate access to clean drinking water for harmed communities around the world. One of their World Water Day campaigns focused on the message “Lack of water is a weapon that causes more deaths than the worst wars,” in order to raise public awareness of the serious situation faced by millions of people without access to clean drinking water. Our challenge was to maximize the campaign’s visibility in mainstream media, with a particular focus on television and newspapers, as well as media outlets related to sustainability.

2.- Resultados obtenidos

The campaign was a resounding success, achieving significant media coverage and reaching a broad audience during a crucial week for AUARA’s message.

• Coverage on 5 national television channels: La 1, Antena 3, Telecinco, La Sexta, and Canal 24 Horas.
• Publication in 22 regional newspapers.
• +60 media hits in just one week.

How We Did It

Our communication strategy for AUARA focused on three aspects:

1. 
   Highlighting the key message: In collaboration with AUARA, we identified the campaign’s most impactful message: the lack of clean water has become a deadly threat, causing more deaths than armed conflict. This powerful message was at the heart of the press release and the entire media campaign.
2. Strategic distribution of the press release: We drafted and distributed a press release that detailed the campaign’s message and provided alarming figures on the global water crisis. Through our network of contacts, we ensured that this press release reached key media outlets, guaranteeing extensive coverage in television, print, and digital media.
3. Visual impact of the campaign: AUARA’s experiment, which involved placing labels on water bottles that made them look like they contained weapons—symbolizing the lack of water as a deadly weapon—was a key visual element in capturing media attention. This experiment was filmed and distributed together with the press release, generating a strong reaction from both the media and the public.

Thanks to this strategy, AUARA amplified its message and raised awareness about the importance of ensuring universal access to clean water, achieving widespread media coverage and reinforcing their commitment to sustainability.