MullenLowe SSP3 and Agua Zalva Call on Colombians to Protect its Alpine Ecosystems

According to the Ministry of Housing, 2020 was a historic year for Colombian real estate sales, which were up 11% from 2019 with 15% more taking place online. Despite the pandemic, price per square meter reported a significant surge. However, there are some square meters of land that are much more valuable in Colombia: the square meter of the páramo fields – an alpine ecosystem, which provides 70% of the country’s fresh water. 

That is why on World Environment Day, Agua Zalva and MullenLowe SSP3 launched ‘Metros Cuadrados que Zalvan,’ a campaign which aims to protect other páramos in the country. The brand placed advertisements on leading real estate websites across the country, inviting people browsing property on these sites to donate to save this valuable landscape. 

“Caring for the environment is everyone’s responsibility, and for World Environment Day, we wanted to reinforce our commitment to saving the country’s cheapest, but most valuable, square meter of land. MullenLowe SSP3 has come up with a different and creative way to reach a new target audience and invite those considering investing in real estate over COP 7,500 to help save the páramo. We’re sure this will be a worthwhile investment not just for their future, but for the future of the planet,” said Juan Alonso Torres, non-alcoholic beverages director at AB InBev. 

“We have approached this campaign with the mindset that to take care of this precious ecosystem, we need to invite many people to take a small action to enact real change. By inviting people to donate to save the páramo on real estate websites, we hope to send a powerful but simple message to everyone who is interested in making a small contribution to our ecosystem, so we can all work towards saving one of the country’s most valuable sources of water,” said Alejandro Chávez and Sebastián Hernández, creative directors from MullenLowe SSP3. 

The campaign was launched on World Environment Day (5th June, 2021) and will run until 14th June, inviting Colombians to protect the country’s primary source of water.