In collaboration with FLOW, a movement aimed at instilling a deeper understanding and respect for water conservation, we built a real-life running tap using recycled water, and video streamed it live. People were encouraged to make a small commitment to save water and share fun, yet impactful water saving tips on Twitter and Facebook in order to collectively, turn the tap off. As soon as they Tweeted or Facebooked, the tap would literally begin turning shut. So the more people shared, the more social awareness was created and the more the tap would close.
#CloseTheTap was the trending topic on Twitter for the entire day it launched. It has since received countless mentions on local and international media platforms like theinspirationroom, creativity-online and adverblog to name a few, as well as being the topic of conversation on numerous radio stations including Good Hope FM, 567 Cape Talk and 702. #CloseTheTap has received world-wide popularity from as far as the USA to Spain as well as a nomination for a CSS Design Award.
But most importantly, it demonstrated how adopting water saving habits can have a far greater affect when people are collectively doing it and after reaching our goal of 10 000 shares, we managed to #CloseTheTap.