A Honduran water service company used its own pipes to transmit a message about wastage to a target audience who wouldn't listen to traditional advertising. Agua de Cholomas wanted to install water consumption meters in the San Pedro Sula area. However, its target audience lived in dangerous areas of town, controlled by local gangs that prevent public service providers to properly operate in those zones, and had aready refused to pay a special monthly rate of 3.50$.
To get its message across, the company worked with McCann Honduras to set up a system whereby the "voice of Planet Earth" would appear to speak to people when they used a local emergency water tap. Hidden a few meters away, a sound amplifier, connected to an extension tube, was connected to the emergency tap. When people came to collect water, after a few seconds of water running, the flow stopped and the tap started to speak to them, telling them "I am the Earth, and I am running out of water." The event was filmed and broadcast by local TV and radio stations, to expand the awareness message further. Water consumption was reduced as a result.