Sensibilisation
CRW
Ici commence la mer
Context
Many people have the habit of disposing of inappropriate waste in drains, toilets, or directly into the environment. Whether it's cigarette butts, food waste, used oils, wipes, medications, or chemicals, these substances eventually reach water treatment plants where they disrupt the water treatment process. In some cases, these pollutants bypass treatment systems and go directly into rivers, before inevitably reaching seas and oceans.
Challenge
The Public Water Management Company (SPGE) and the River Contracts of Wallonia aim to raise public awareness about the consequences of these uncivil behaviors. They want to promote good practices and prevent pollutants from reaching treatment plants or directly contaminating waterways.
Creative approach
The campaign takes the form of a television spot featuring a volunteer engaged in river protection. Through his perspective, the public discovers the real consequences of water pollution, creating an emotional appeal for collective behavioral change.