The “Goals for Water” campaign came to a successful conclusion

Over a month of dissemination on digital platforms, messages about water conservation reached nearly 3 million visitors.

Author: María Ana Rodríguez, Jade Latargere y Christian Bustos    Date: 10 of September, 2026

The “Goals for Water” campaign successfully raised awareness about water conservation in Mexico during the World Cup.

Over the course of a month, the videos were shared on digital platforms, generating more than 6 million impressions and nearly 3 million full views—a figure that exceeded initial projections. Nearly 99% of the impressions were concentrated in Mexico City, in line with the campaign’s objectives, which aimed first and foremost to raise awareness among the public visiting the country’s capital to attend matches at Azteca Stadium or the Fan Fests.

The age group most receptive to the message “The best play is to conserve water. Join the team” was, unsurprisingly, the 45–54 age group; however, the 25–34 age group also showed great interest in the videos’ content, highlighting the importance of designing a water culture campaign focused on this age range.

This digital communication campaign, launched by the National Water Commission (CONAGUA) and the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH as part of the SbN Agua project, sought to capitalize on the public attention generated by the sporting event to raise awareness among domestic and international visitors about the importance of conserving water. The videos were distributed across various digital platforms—Google Ads (YouTube); Meta (Facebook and Instagram); Programmatic Video; and Connected TV—from June 10 to July 10, 2026, using the language of the game and sports identity to encourage fans to use water responsibly during their stay—such as taking shorter showers, reporting leaks, or turning off the faucet while brushing their teeth.

One of the strategic pillars of the SbN Agua project is to promote water-related cultural activities to influence how the capital’s residents—and young people in particular—relate to this vital resource. New collaborative initiatives with the National Water Commission in this area will be launched in the coming months.

Example of messages shared on digital media as part of the campaign. Credit: GIZ Mexico.

The campaign sought to frame water conservation as a positive action during the World Cup, particularly among young people. Credit: GIZ Mexico.

The campaign encouraged visitors to take steps to conserve water during their stay. Credit: GIZ Mexico.