We have created a virtual pump as an installation that could be toured in various location for participation. The pump feels very much like pumping water for real, as on a large display user can see a syncronised water flow filling a bottle as well as water scarcity knowledge, and motivation.

For each filled bottle, information about what the water pumped will achieve is displayed. And more significant the amount pumped is, higher is the achievement, from saving a child for a day to an entire village for a month. People felt compelled to continue using the pump as they directly saw what their contribution would enable. And when their effort was slowing down, our on-screen host was giving them encouragement.

Upon completion, each participant could enter their name and see it on a sticker stuck to the bottles they had pumped. Bottles sent for relief do have the participant names on them. It helps MBRGI to humanise their mission by telling the story behind the bottle, so it becomes more than water, but love and compassion as well.

The Awqaf and Minors Affairs Foundation topped the “Well of Hope” competition by establishing a lifelong endowment to provide clean water to 600,000 beneficiaries annually. In addition, the campaign resulted in:

• Enough water pumped for over 1 Million people.
• UAE Brands pledged to dig 150 wells, an equivalent to 3 Million USD.
• 459 Million people reached with a 13k USD media spend.
• Water scarcity awareness increased by 845% in the Middle East during the campaign.

The Well of Hope not only educated people about the water crisis but made them experienced how hard it is to fetch water. Made them feel empathy towards the millions suffering about this issue. And made them feel joy and accomplishment by being able to do something about it.