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With California suffering its worst water shortage in perhaps 1,000 years, VCU Brandcenter students devised a novel plan to curtail waste from standard kitchen and bathroom taps and spread the word about conservation.
"With 'Cap the Tap,' we're proposing a solution that makes it accessible, actionable and achievable to conserve," says Yelena Sophia, who served as an art director on the project and now works at TBWAMedia Arts Lab. "PSAs are inspiring and helpful in keeping conservation top of mind, but offering a solution that allows everyone to participate in water conservation and see the impact of their actions" makes a stronger statement and has an immediate impact on people's lives.
Sophia and her team proposed a specially designed cap for Dasani water bottles and an accompanying social media campaign.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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