The ad's playing on Brazilian TV right now and translated into English it reads something like this:
Pee in the shower! We want everyone to do it! Men! Women! Children! Brazilians! Or not! Nobles! Commoners! Musicians! Sports stars! People half-human, half-monster! Twilight creatures! Brazilian legends! Greek legends! Good people! Not so good people! Artistic geniuses! Scientific geniuses! Circus performers! Lovers! People from other planets! Movie stars!To sum it up: If you pee, we want you to do it too! (when you flush you waste up to 12 liters of drinkable water / 4380 liters in one year)Pee in the shower! Save the Atlantic Forest.
This ad was produced by Saatchi and Saatchi for the SOS Mata Atlantica Foundation, a non-profit, non-political foundation dedicated to the preservation of the Atlantic Forest. The Atlantic Forest is a unique, enormous forest that encompasses an area that includes coastal Brazil and Uruguay and then extends inland to Paraguay and northernmost Argentina. The Atlantic Forest surrounds some of Brazil's major population centers. It's a fragile, wildly productive ecosystem and Brazilians are right to be concerned about how their activities impact this region.
Like everywhere else in the developed and developing world, urban Brazil has water problems. One of the many reasons countries around the world are having water problems is the omnipresence of the flushing toilet. Wise resource use is a bit of a hot button issue of mine. Unfortunately, so much of the "greening" of the world is a marketing campaign that really doesn't accomplish a whole lot. Using less water is hard to make a lot of money from, so it tends to get overlooked. The US leads the world in household water consumption (no surprise there) and the EPA estimates that on average, 27 % of the 400 gallons of potable water consumed by an American household gets flushed down toilets.
I for one would like to applaud the the SOS Mata Altantica Foundation for making what's not a bad idea to begin with palatable to the masses. Well, the Brazilian masses at any rate. Can you imagine something like this showing up during commercial breaks for American Idol? Not bloody likely.
Peeing in the shower would save at least a flush per person per day. It doesn't sound like much but that's 1.6 gallons with a modern, efficient toilet. It's up to seven gallons on an older toilet. Those kinds of changes add up. So whattya say? Who's ready to xixi no banho?