Marie-Josée Delisle, at the Université du Québec in the Outaouais, has hit on an innovative concept for a social message advertisement that matches her own concern for the environment. Since water is just as essential to the environment as blood is to the body, she has created an advertisement campaign that promotes the intelligent use of drinking water. While there may not be much of anything new and unusual about making the population aware of the importance of saving on natural resources, the strategy and medium used here are something else. Her strategy involves the bathroom. Her medium is ceramic. These are two new elements for a hitherto unexplored advertising concept.