THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project

Cascade Gets Americans to Rethink the Sink

Entered in Responsible Consumption & Production

Objective

We’ve got a question for you.

Which do you think uses more water: washing dishes by hand or running the dishwasher?

If you guessed handwashing, you’re in good company.

Believe it or not, the dishwasher saves 20 gallons of water per load compared to the sink. We realized even those passionate about sustainability frequently underestimate how much dishwashers help save water.

This led Cascade on a mission to flip the script on sustainability and dishwashing habits.

People already know and love Cascade’s pods for getting dishes sparkling clean, but not as many realize how much we advocate for sustainable dishwashing to conserve water—an increasingly scarce resource. Our messages weren't sinking in, so we had to think differently.

Here's what we set out to do:

The campaign took users on a journey to learn about the benefits of using the dishwasher, test their knowledge and try the appliance out for themselves to spread the message.

We launched a movement with eco-conscious dishwasher advocates, dishing out the truth through our “Rethink the Sink” campaign to change not just minds but also habits—and save gallons of water in the process.

Strategy

For years, dishwashers have been unfairly labeled as the bad guys in the realm of eco-friendly dishwashing, with many letting this powerful tool sit unused.

Our research uncovered a web of myths and misconceptions—like dishwashers waste more water and energy than the sink, are inconvenient or don’t get dishes clean. All of this created a recipe for misunderstanding, resulting in 47 million households that have a dishwasher but don’t use it.

So, who better to start waking up sleepy dishwashers than those truly committed to saving the planet?

We found the perfect partners in the Global Citizen community by sharing a powerful new narrative that dishwashers are our allies in conserving water; we aimed to galvanize them into action.

Global Citizen’s members, especially Gen Z and Millennials, are already leaders in tackling climate issues, boasting more than 43.1 million impactful actions. Their networks could help spread the message.

Our approach was rooted in effective behavior change strategies:

By anchoring our strategy in these principles, we were ready to inspire Global Citizens to rethink their kitchen habits and make a lasting impact.

Cascade dished out the truth and created a first-of-its-kind gamified experience designed to help Global Citizens transform their dishwashing habits, all with a focus on what truly matters to them: the planet.

Launching during the holiday season—when dishes stack up from celebrations—made this campaign both timely and effortlessly engaging.

The outcome was a dynamic, multi-platform campaign that turned dishwashing from a chore into a movement for water conservation—one kitchen, and one dishwasher, at a time.

Results

“Rethink the Sink” wasn’t just a new way to deliver the message; it marked the first behavior change campaign for the Cascade brand and the Global Citizen platform.

In just three months, the campaign had 2,775 people learn about the benefits and wake up their dishwashers, saving 70,080 gallons—about three and a half backyard swimming pools worth.

If each person continued this habit for just one year, it would result in 14 million gallons of water saved. That’s enough to fill about 962+ backyard swimming pools.

We blew past Global Citizen’s benchmark completion rate of 56% with a 22% increase, leading 78% of participants to complete the challenge and pledge to use the dishwasher for three days in a row.

For every Global Citizen who participated in the campaign, we reached 230 people on social media with no paid media, cascading the message and starting a movement of conscious dishwasher advocates. And that was just the beginning, as the campaign is due to go live again this September ahead of the Global Citizen Festival.

We debunked myths, made the switch feel simple and helped shift habits from handwashing to using the dishwasher. People didn’t just learn; they acted, shared and inspired others to do the same.

So, how are you doing your dishes tonight?

Media

Entrant Company / Organization Name

MSL, Cascade (Procter & Gamble)

Entry Credits