ABOUT

Brazil has 13.7% of the world’s freshwater, and yet there are 35 million Brazilians without access to clean water.

AMA is an AB InBev not-for-profit-water brand that redistributes 100% of its profits to projects that build drinking-water infrastructure in Brazil’s semi-arid regions.

AMA’s goal is to build infrastructure that gives 1 million people access to clean drinking water by 2025 - a goal they have been pursuing since 2017.


BRIEF:
Use ‘World Water Day’ to create an awareness campaign that encourages people to buy AMA and help increase resources to provide clean water for people in Brazil who don’t have access to it.

IDEA:
We used real data about the distances people walk in remote areas to collect drinking water as a way to make people reflect about water scarcity whilst inviting them to help out by drinking AMA.

More than 330 different street displays were created and using their specific geolocation we highlighted the distances to local landmarks which were the equivalent distances people are forced to walk every day in order to get drinking water.

RESULTS:
This was AMA’s most effective and most talked-about campaign to date:
. 350% + website visits
. 2 million impacts on social media
63% increase in delivery sales

We reached an all-time high sales volume & POS Coverage right after the campaign, helping bring water to 200,000 people. However, much more than that, the campaign helped AMA roll out a new POS, increasing its distribution and making 2022 the best selling year in AMA’s history, as well as helping AMA achieve 34% of its total goal (building water infrastructure for 1 million people by 2025).

On World Water Day 2023, the project was presented to the UN World Water Conference, represented by Água Camelo, one of our suppliers.