We're facing a water crisis. Droughts, floods, pollution and access to safe drinking water are big issues. Xylem and partner Manchester City FC wanted to tackle the issue head-on and drive measurable, positive change through fan action.
Strategy
Getting people to take meaningful action is incredibly difficult, as they don't always feel they can make a difference. Instead of trying to change behaviour, the campaign infiltrated habits using fitness app Strava.
The team created a series of water challenges designed around consumers' existing exercise regimes. The initiative turned movement into 'a movement' and encouraged people around the globe to tackle...