Finish: Saving Turkey's water

Finish, a range of dishwasher detergent and cleaning products owned by Reckitt, helped restore wildlife and conserve water in Turkey by urging customers to avoid pre-rinsing.

Where Were We?

Four years ago, we started a movement to skip pre-rinsing and save tomorrow's water. However, our communication strategy went beyond inviting people to act to conserve water resources. Instead, we put our whole weight into bringing about real environmental and behavioral change.

Why Where We There?

Two years ago, we brought Lake Kuyucuk back to life. Nevertheless, it wasn't enough. Kuyucuk still needed so much more water to recover. For the project to continue, Kuyucuk needed regular yearly water support.

Where Could We Have Been?

Our mission was to restore Lake Kuyucuk to its glory and turn...

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