menu

Unilever Leverages The Social Graph To Provide Clean Water For Millions

Unilever Leverages The Social Graph To Provide Clean Water For Millions
Advertising

The mega brand partners with Facebook to address a critical issue that affects 800 million people worldwide.

Allie Walker
  • 22 june 2012

Over 1/2 billion people are daily Facebook users, collectively creating over 3.2 billion ‘likes’ and ‘comments’ every single day. What if these small, everyday actions could make a positive impact on the life of millions of people? Unilever, in partnership with PSI and Facebook, hopes to harness the social graph to address one of the world’s most critical challenges: access to clean water.

Nearly 800 million people around the world don’t have access to clean water, 1/2 of all hospital beds around the world are filled with people suffering from water-born diseases, and a child dies every 20 seconds from lack of access to clean water. But with the new Facebook app, Waterworks, Unilever hopes to be able to give at least 500 million of these people access to safe drinking water by 2020.

How? By leveraging existing social connections and turning them into a community connected around water. The Waterworks app, the world’s first open graph app for charitable giving, connects Facebook users to PSI trained waterworkers around the world. The waterworkers are trained women who help teach communities about the importance of fresh drinking water, and small, daily donations (10 cents) through the Waterworks app helps provide PSI workers with the tools they need to give clean water to those in need- water purifiers and sachets.

When users sign up to partner with Waterworks, they partner with an individual waterworker, making the connection personal. The waterworker in the field is equipped with a smartphone, able to send updates back to partners through photos and videos. The updates post to the partner’s Facebook page, so all of their connections also see the impact the donation is making- how many liters of water the donation has provided and the number of people whose lives have been changed by the clean water.

Giving a small, daily donation to a community in need is not a new or particularly innovative idea- TV commercials, direct mailers, and radio announcements are rife with calls to action to help provide support for a global challenge. But Waterworks sets itself apart with its social aspect- by partnering with Facebook, the Waterworks partner AND all of their connections see the impact of their donation- all of their connections also see updates and pictures from the the actual communities helped by the donation. The likelihood that one or more of these connections will also donate to Waterworks is greatly increased by the innate nature of community and sharing that Facebook fosters.

The power of the initiative is in its public, social, and simple nature- if even a small portion of the 3.2 billion comments and likes recorded every day were replaced by one charitable update and one small donation, the chain-reaction- both in terms of people involved and monetary impact- could be huge.

An average Facebook status update reaches 12% of a user’s connections, and the average Facebook user has nearly 200 connections- every activity then, however seemingly inconsequential, reaches an average of 23 people. If a Waterworks update was shared again by even one of these 23 people, the potential impact quickly spirals into something great- and has the potential to easily catch on as the app simply leverages pre-existing activity behaviors.

In terms of monetary commitment, a donation of 10 cents a day equates to less than $40 a year- a sum that’s less than the majority of users probably spend on water bottles a month, but could have monumental impact on communities in need of fresh water.

Watch a video of how the Waterworks app works below:

Waterworks

 

Advertising
Trending

Lancôme's Newest Campaign Stars A Domestic Abuse Survivor

Advertising
Arts & Culture Yesterday

Small Urban Pavilions Create A Nature Refuge In East London

These relaxing micro shelters provide a haven amidst chaotic city environments

Travel Yesterday

Travel Laundry Pouch Washes Your Clothes Wherever You Are

The Scrubba Wash Bag helps anyone wash their clothes easily and quickly with just a little water and soap

Trending

Get PSFK's Related Report: Future of Automotive

See All
Social Media Yesterday

Swipe Up To Register To Vote On Snapchat

The social platform has partnered with TurboVote to help young people easily enroll in less than one minute

Children Yesterday

Battle Card Game Promotes Childhood Vaccinations

An Australian doctor has developed a playful way to inform parents about immunization and entertain kids

Related Expert

Peter Corbett

Bringing to life the Online/Offline

Fitness / Sport Yesterday

Oakley And Intel’s Sunglasses Give You A Built-In Personal Trainer Wherever You Go

The sunglasses/earbuds hybrid tracks your performance and lets you know how well your workouts are going

Experiential Marketing Yesterday

UNICEF’s ‘Time Machine’ Tells Stories With Data

An experiential installation at the UN General Assembly reminds us why every child matters

Design & Architecture Yesterday

Watch The World’s Tallest Building Become An LED Display

Burj Khalifa gives a backstage look at how the transformation came to be

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 26, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Yesterday

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

Travel Yesterday

Boeing Wants To Make Your Flight Better With Cloud And Star Projections

The manufacturer is trying to patent a projection system that would allow them to project images onto a plane's interior surfaces

Latin America Yesterday

Colombians Teach Dance To Fund Students’ Education

Chocó to Dance is a platform that shows you how to replicate popular Latin dances to help create scholarships for local students

Work Yesterday

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX on why employee fulfillment is a journey and not a destination

Culture Yesterday

Brand Engagement At The Gates Of The World’s Largest Open-Air Gallery

Tiger Beer and a neighborhood-minded nonprofit celebrate and promote New York's creative spirit by beautifying 100 security gates

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Technology Yesterday

How Technology Can Save The World By Saving Time

PSFK attends the Social Good Summit 2016 to see how new tech is changing the world for the better

Travel Yesterday

Marriott’s Gravity Room Installation Gives Travelers A New Perspective

The luxury hotel chain's #MGravityRoom invites visitors to snap and share pictures of its inverted set up

No search results found.