As an activist brand, Finish, the brand name of a range of dishwasher detergent products, has been focusing on creating a social consciousness about Turkey’s seemingly unstoppable descent into becoming a water poor country.

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In the eighteen centuries, fountains called Hayrats were a central feature of visual and literary representations of Turkish cities.  They turned into the most lavish of public monuments and they were built in almost every corner of Turkey.

 

However, these fountains started to dry up one by one and today, there are merely decorative monuments.

 

We saw an opportunity to strengthen the brand’s claim about the importance of saving water by using our country’s history!  

We turned these fountains into a medium. More than 300 dry Hayrats in 32 cities broke their silence and became our channels to communicate our message. With the help of i-beacon technology, we reached people as they walked in front of the fountain with messages about why the water had dried in that particular fountain and what they could do to stop Turkey from becoming a water poor country.

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Within just 10 days, more than 50.000 people reached through i-beacons on Hayrats.