In a country with so many water resources there was no public awareness against a responsible use of water. The people continued to squander. We needed to change their behavior.
In Colombia, 84% of the population is Catholic. They care for and respect a particular water: Holy water.
We had a simple idea: To Bless water. So to save water in times of drought, we decided to bless rivers, lagoons, dams, and aqueducts, that is, we bless the water of an entire country.
- Sancho BBDO
- Ministry of Environment and Sustainable Development
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