Everyone knows it’s important to conserve water. But what they don’t know is that they can save 500 gallons of water every time they choose Silk over dairy milk. To get the word out, and reinforce Silk’s brand promise of healthier, purposeful living, we created three short-form videos and Silk donated $1 per social share to the Nature Conservancy. We understood our audience cared about conservation, but didn’t have the time or energy to join a movement. By making it easy for them to take action, the Yay Water videos received more than 70,000 views and raised money for a great cause.