Michael Phelps and Colgate Team Up and Announces New Sponsorship of the #RunningDry Initiative to Share the Save Water Message
In support of World Water Day 2018, Colgate is asking people to join their efforts to reduce water waste by turning off the faucet while brushing their teeth. The brand continues its multi-year campaign to raise awareness of water scarcity and to help preserve this natural resource.
As part of the 2018 effort, the brand announced its sponsorship of #RunningDry, an initiative created by water advocate and ultra-runner Mina Guli, who will run 100 marathons in 100 days across six continents to put a spotlight on water challenges around the globe.
Today, 130 million Americans face severe water scarcity for at least one month every year, yet 42% of Americans report leaving the faucet on whilst brushing their teeth. According to the US Environmental Protection Agency, nearly four gallons of water can be wasted if the faucet is left running whilst brushing. By simply turning off the faucet, individuals can make a difference.
Continuing into year three of its global ‘Save Water’ campaign, the brand kicked off this year’s programme on World Water Day, and will continue its awareness efforts in April for Earth Month and in September for back-to-school. The brand’s goal is to bring attention to water scarcity and help save water through various activities.
Global Ambassador, Michael Phelps, will continue to encourage his millions of social media followers to turn off the faucet, because #EveryDropCounts.
Colgate also took over select billboards in Times Square from 11.30am to 2.30pm on World Water Day, showcasing “Save Water” reminders.
The brand is helping produce a series of documentaries featuring Ms Guli, highlighting water scarcity in the Great Salt Lake; explaining water origins in the Catskills of New York; and presenting innovative solutions to help California’s agriculture.
A 60-second PSA also aired on CNN on 21 and 22 March, highlighting the three-part documentary series.
As the global Save Water ambassador, Phelps is excited to welcome Guli in this effort.
“Mina and I are record-breaking athletes from two different worlds, one on land and the other in water, coming together for one common cause to conserve one of the earth’s most precious resources. Now more than ever, it is important to ask Americans to change this simple habit in their everyday lives,” said Phelps.
Colgate was a winner of the World Branding Awards 2014-2015, in the Toothpaste category. It also recently partnered with Yvonne Orji in its “Totally Ready” campaign.
