PROJECT DESCRIPTION

Problem

How can I promote Participant Media's new film about the upcoming water crisis to college students?

Insight

Most college students aren't really interested in documentaries They either aren't aware that there's a water crisis on its way or believe that "it will never happen to me."

Solution

Create a campaign that will show college students how they'll be affected by the water crisis while motivating them to see the film.

Summary

The campaign consists of a competition between colleges where the college that saves the most water will win a "Day to Save" - a day full of concerts and events. The competition will be at different levels: between colleges, between teams within a college, and between students within a college.