Most of the time, billboards are used to sell new products, television shows, or government messages. However, in Lima, Peru, the University of Engineering and Technology (UTEC) and Mayo Advertising has used this publicity tool to provide people with a basic human right: drinking water.
Lima and its surrounding villages are located in one of the driest regions in the world. The annual precipitation rate is a close-to-nothing 0.51 inches so people resort to taking water from polluted wells. The dryness of the area is largely unrepresented in world news and politics. According to UTEC, Lima has 96% humidity but until now, nobody has seen the oasis that has been right in front of them all along. UTEC decided to take the moisture from the surrounding air and convert it into free, purified water. This billboard is located on the Panamerica highway, in the district of Mala and province of Cañete.
What started as a marketing technique for the university's admission process became a worldwide sensation. This simple yet innovative project serves the needs of the community and sheds light on the potential of an engineering degree.