Colgate-Palmolive #EveryDropCounts Campaign
Colgate-Palmolive won itself a Shopper Marketing Effie Award (as reported in the June issue) for its "save water" campaign that urges consumers to turn off the faucet when brushing their teeth – among other ways – to conserve water. Continuing the powerful and educational campaign, Colgate teamed with Olympian Michael Phelps to launch a series of online videos. The short-form documentaries, which can be found at EveryDropCounts.Colgate.com, highlight ways to save water, inform consumers about how much clean, drinkable water is wasted in a day, and ask them to share over social networks the importance of water conservancy. Phelps appears alone in the videos or with his family. The campaign uses the #EveryDropCounts hashtag.