Cem Özkurt
Producer at Havas Istanbul
Istanbul, Turkey
TitleWater index
Campaign Water Index
Advertiser Reckitt Benckiser
Brand Finish
Date of First Broadcast/Publication
Business Sector Cleaning Products, Soaps, Detergents
Story Turkey is likely to be a water poor country in the near future. Yet, people consume like there is no tomorrow. “Water is infinite” is the misconception behind this thoughtless behavior. But the figures tell us that the amount of water resources is at an alarming level. Ironically, the most vital resource has become the most undervalued entity.

With the help of well-respected Turkish Industrial Development Bank (TSKB) we created an index which shows the value of water: Finish Water Index. The index is calculated by measuring the water level at dams, consumption in agriculture, industry and households. It is updated weekly to tell us where we stand in terms of our water levels.

The index was placed along with other items which we value: Dollar, Euro, gold and stock prices. Ticker tapes, economy programs on tv, financial pages of top newspapers. It will remain there to make “true worth of water” an everyday concept in our lives.
Media Type Digital
Chief Creative Officer
Executive Creative Director

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