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Around the world, women gather in shallow river beds to do laundry. Besides being a practical necessity, washing clothes is also time spent with aunts and sisters, cousins and friends. The problem is that chemical laundry detergents contribute to contamination of water that's often also used for drinking.
Two years ago, Peruvian mineral water brand Andea started researching how to help protect natural waterways, including those that feed the spring they source their product from. Working with creative agency Fahrenheit DDB and researchers at CIRSYS, they found a microorganism with a probiotic function that feeds on water pollutants. They then formulated a laundry soap that releases those microorganisms into rivers when it's used to wash clothing. According to Andea, water samples taken before and after AWA soap was used indicate that water quality improved by up to 75%.