UNICEF Sweden and Gothia Cup, challenged us to launch a clean water campaign in an engaging manner at a soccer youth tournament. Our mission was to highlight that 780 million people in the world lack access to clean water. A problem that seems distant to most of us.
Water shortage is often communicated with pictures of dirty water. This would feel distant to most participants in Gothia Cup, and too close to others that are from affected regions. To get attention for this important matter, we had to go with the ick factor.
We built the world’s first sweat machine, turning sweat into drinkable water. For every glass the participants drank, sponsors would supply UNICEF with water purification tablets. While engaged either by drinking sweat or cheering on, we educated them on water shortage.
We got more than 2 000 people from all over the world to drink purified sweat in one week. We counted an earned media reach of more than a billion. All reports on the machine highlighted that 780 million people lack access to clean water. During our campaign, we purified 23 million litre water thanks to our sponsors.