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Top 5 Campaign
All Sectors · September 2026
Colorado River Basin Collaborative
Monday 21st September, 2026
Amazon committed $20 million and aims to raise $100 million for conservation projects across the drought-hit Colorado River basin. The campaign created a corporate water-saving coalition, while its deliberately uncomfortable hook was the scrutiny over Amazon’s own undisclosed total water use.
Why it worked: It paired a big, time-bound fundraise with a credibility gap—publicly backing a crisis while withholding total water use—inviting scrutiny and debate.
The lesson: Consider launching a coalition pledge in a hot-button crisis, then publish a clear metric competitors hide to force comparative coverage.
Amazon
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