To Increase Awareness
Bottled water is an environmental menace. The energy required to produce and transport millions of bottles of this free, natural resource around the world is causing irreparable damage to our planet. This campaign seeks to highlight the negative and unnecessary impact bottled water has on our environment.
To Change Perceptions
Drinking bottled water is not cool and it’s no safer for you than drinking tap water. Up to 40% of bottled water comes from the same source as tap water; however, tap water adheres to much stricter regulations. Through the Back to Tap campaign, we aim to change the consumer perception that bottled water is luxurious and lifestyle-enhancing; exposing it as the wasteful and ecologically unsustainable product it really is.
To Encourage a Change in Behaviour
Through informing and educating consumers about the negative environmental and financial effects of drinking bottled water, this campaign seeks to persuade consumers to choose tap water over bottled wherever possible.