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2.2 billion people in the world today are without access to safe, clean water. As a global protagonist of agriculture and health, Bayer wants to help underserved communities thrive by inviting startups that are applying innovation towards this issue to participate in a global challenge. Bayer is teaming up with global startup competition Get in the Ring to make the Bayer Social Innovation Award come to life. We developed the strategy and a creative Social and PR concept to recruit candidates. With the theme “change the course of water,” we challenged potential contestants to answer their calling and get their innovation in the ring.