Playful ad encourages novel way to preserve environment

A bold new advertising campaign by Brazilian environmental group SOS Mata Atlantica is encouraging people to urinate in the shower so they can play their part in rainforest conservation.

The television ads, which are currently being broadcast on a number of stations in Brazil, urges people to "pee in the shower! Save the Atlantic rainforest!" in order to reduce their water consumption.

According to the non-profit organisation, around 4,380 litres (963 Imperial gallons) of water can be saved every year if people cut down their use of the toilet.

In order to get its message across, the playful animated ad, which is also being shown on YouTube, features a number of popular figures such as Gandhi, the Statue of Liberty and Frankenstein's monster substituting the toilet with the shower.

Adriana Kfouri, spokesperson for SOS Mata Atlantica, told the Associated Press that the ad campaign is "a way to be playful about a serious subject".

Earlier this year, non-profit association ACT-Responsible unveiled an exhibition in Cannes featuring 400 innovative ad campaigns designed to raise awareness of conservation issues.

Written by Aaron Akinyemi

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