EPAL launched the campaign “Water Does Not Come From the Tap,” an awareness-raising initiative that aims to transform the way Portuguese people view water. Through an emotional, intimate, and everyday-life-based approach, the campaign reminds that, before reaching the tap, every drop travels a long path, the result of a complex system of collection, treatment, quality control, and distribution, guaranteed daily by hundreds of professionals, as stated in a press release.
According to the same source, in a context where water continues to be perceived as an inexhaustible resource, EPAL challenges citizens to perform a simple exercise: mentally go back to the source of the water. Because turning on the tap takes only a few seconds. Ensuring that safe, high-quality water is available at any moment requires knowledge, technology, continuous investment and ongoing work carried out long before this seemingly automatic gesture.
Under the concept “Water Does Not Come From the Tap. But It Can End Up There.”, the campaign aims to raise greater awareness of responsible consumption, valuing not only the natural resource but also the entire human and operational effort that allows water to reach Portuguese homes daily.
The campaign will be developed through a special dossier on CNN Portugal, centered on the question “Why do we never think about water before the tap?”, where topics such as the journey of water, the treatment and distribution process, responsible consumption and waste will be addressed. The content will be complemented by infographics and by stories inspired by everyday moments — such as preparing breakfast, taking a shower, or giving water to a pet — demonstrating that all the gestures involving water begin long before we turn on the tap.
To maximize the reach of the message, the campaign will be disseminated through an integrated communications strategy that includes:
- National and regional press;
- Digital platforms and online media;
- Radio spot;
- Social networks;
- Editorial content and awareness infographics.
