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How to Encourage the Consumption of Tap Water: A Case Study on Águas do Porto

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Abstract

This study aims to describe and analyze the social marketing campaign undertaken by the Portuguese public company AdP—Águas do Porto, E.M.—since March 2015. This campaign focuses on the incentive of promoting new habits of drinking water consumption and has been a pioneer in the water distribution sector, establishing a trend followed by other public companies in the country.

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