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0.5% Is All We Have: Moen Commits to Saving One Trillion Gallons of Water by 2030
Advertising Agency
New York, USA
Moen and Havas Chicago launch water saving campaign on World Water Day

Continuing its ongoing efforts to help one of Earth's most precious resource – water – Moen is launching a new awareness and conservation effort on World Water Day through their CSR Mission Moen. The campaign, created in partnership with creative agency Havas Chicago, showcases the kitchen and bath company's commitment to save one trillion gallons of water by 2030 through inspired innovation and product engineering.

The creative campaign visually represents the diminishing fresh water supply through social media creative, billboards, a Times Square display and a takeover of today's New York Times back cover and The Guardian's website. The theme of each creative asset showcases the represented 0.5% of available fresh water, to help consumers contextualise the issue.

"Fresh water is scarce. Very scarce. So for World Water Day, in partnership with Moen, we wanted an idea that shakes people out of their complacency," said Myra Nussbaum, president and chief creative officer, Havas Chicago. "We created '0.5%', a compelling integrated campaign inspired by data that shows we only have that amount of water available for our use—forever. We took this data and contextualised it in simple but dramatic terms, from Times Square, to the New York Times, to social feeds everywhere. All in the hopes of making us treat water with the respect it deserves."

This new World Water Day commitment campaign joins the company's existing water and sustainability efforts, which include a commitment to repurpose 2,000 tons of ocean plastic by 2030 through product and packaging innovations and its 2021 Earth Day 'Own The Ocean' campaign with five Gyres, in which the company offered five carbon-negative NFTs to represent and rescue areas in the ocean overwhelmed with plastic.

"We lead the market, which means we serve more water than anyone, and have more responsibility, too," says Mark-Hans Richer, chief marketing and innovation officer, Fortune Brands Global Plumbing Group. "This World Water Day you'll see Moen everywhere from Times Square and The New York Times to The Guardian, to drive awareness to water issues and scarcity, because if consumers don't understand the problem, they can't take action to help fix it. By focusing on innovating for the water of tomorrow, we make it easier for people to automate conservation efforts at home while enhancing style and experience."

To learn more about Moen's commitment to water conservation and find out more about Mission Moen, visit and follow the campaign on Moen's Facebook, Twitter and Instagram social channels.

Agency / Creative