Y&R Indonesia and AQUA encourage healthy hydration during the Ramadan holy month
Danone has released new work to educate consumers on the importance of healthy hydration while fasting for the Muslim holy month of Ramadan which started on 18 July 2015. The 2-4-2 campaign for AQUA was developed by Y&R Group Indonesia.
The TV and print campaign features local celebrity Ferdi Hassan, whose name is jokingly changed to Feri Hausan (meaning ‘Always Thirsty’ in Bahasa Indonesia) for on-line videos as part of a major digital component.
Based on the insight that most people tend to drink copious amounts of water before starting their fast, the campaign seeks to dispel that notion by educating consumers on staying properly hydrated during the holy month.
Hence the agency developed AQUA’s ‘2-4-2’ 2015 campaign, an easy & memorable communications campaign built around the healthy and most effective hydration advice: to drink 2 glasses of water upon breaking one’s fast at sunset, 4 glasses during the night and 2 glasses before recommencing one’s fast at sunrise.
There is also a website explaining the concept of 2-4-2 hydration and useful information to help during the fasting period.