Water Index – An index that shows the value of water

Finish Water Index: Water’s true worth

Turkey will be a water-poor country in near future. Yet, people waste like there is no tomorrow.
Three years ago, Finish started a water preservation campaign. Although the dishwasher penetration rate is 80% in Turkey, 50% of the consumers pre-rinse their dishes, thus wasting 57 liters every cycle. The brand’s purpose is to end pre-rinsing and save 57 liters of water.

Turkish economy is not promising. The most popular investment choice in Turkey is buying and selling foreign currencies or gold. The daily value of the Dollar, Euro, and gold is on everybody’s radar.
In our third year of the water preservation campaign, we want to put water into every person’s plan.

Water is the most undervalued resource. Currencies, stocks, and oil is nothing compared to the value of water. And until now, there has been no attempt to show water’s actual value. With the help of the well-respected Turkish Industrial and Development Bank (TSKB) they created an index that shows the importance of water: Finish Water Index.

Reserves, forecasts, industrial, agricultural and domestic consumption all go into a regularly computed formula. The index is now 86, which is just above the critical value of 70. Below 70 is water-poor. Above 100 is plenty. As the index takes its place in our lives, we will understand the importance of water better.

Credits
Agency: Havas Istanbul
Campaign: Water Index
Country: Turkey
Advertiser: Finish
Chief Creative Officer: Ergin Binyildiz
Executive Creative Director: Volkan Dalkiliç
Creative Group Head: Ömer Ceran