On World Water Day, ABInBev’s Agua Zalva and MullenLowe SSP3 launched #ZalvaElPáramo (#SavethePáramo), an initiative that aims to help save the Páramo, an alpine ecosystem in Colombia that provides 70% of the country’s fresh water.
Through an online store, people can “buy” a portion of this special Andean ecosystem for the price of a bottle of water. For each bottle that is purchased, Agua Zalva will protect 1m² of Andean forest through the MiPáramo project. The campaign aims to contribute to the conservation of more than one thousand square meters of Páramo by bringing together one thousand small actions and turning them into one positive and collective impact.
For every bottle that is purchased, the project will help provide fencing around the Andean forest, plant native species, and educate the Páramo community about good agricultural practices.
So far, over 23,069,097m² of the area have been protected through the project.