Thursday, 5 June 2014

Clean Advertising: HANA - Clean river soon

Today is World Environment Day. Established in 1972 and celebrated every year on 5th June, World Environment Day (WED) wants to raise global awareness to take positive action to protect nature and planet Earth. It is run by the United Nations Environment Programme.

So what better date than today to look at advertising with a clean message and a clean future.

Meet the two protagonists: Shokobutsu Hana and the Pasig River in the Philipines.
Shokobutsu Hana is a personal care brand and believes in healthy beauty through the restorative power of nature and was looking for a way to communicate their message in a medium that speaks best to its consumers. However, they found that there were no available channels that fully translate their message.

In comes the Pasig River, being the most polluted river in the Philipines and considered biologically dead in the 1990s.

A creative team came up with an unlikely solution.

In February 2014, Hana mounted the first ever floating ‘Water Billboard’ on the Pasig River. It is made of Vetiver, a perennial, non-invasive grass often used to treat wastewater and stabilise landfills and garbage dumpsites. The plant can tolerate high levels of nitrates, phosphates and heavy metals, absorb toxic materials and help reduce pollution even in water as dirty as Pasig river. The message of the billboard spells hope: CLEAN RIVER SOON. It is also considered a warning to people to think twice before throwing rubbish into the river. The billboard didn’t just communicate Hana’s message but actually cleaned the river as well.

And apart from it’s environmental cause it also looks beautiful.

pictures copyright by Hana

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