TerraClear, WaterSHED’s partner in Laos, launched an innovative marketing campaign with the first Bike for Life event in Khammouane Province, Laos. Provincial officials, including Deputy Governor Somchay Phetsinoune, joined TerraClear staff for a 180-km bicycle tour, stopping to drink filtered water from TerraClear’s ceramic water purifiers installed in each of the 43 villages they passed through. The ride promoted the importance of clean drinking water to over 32,000 people and included a TerraClear campaign focused on providing rural families with an opportunity to buy TerraClear water filters. Sales from this event exceeded sales targets by 158%, demonstrating continued marketing success. TerraClear expects to produce as many as 20,000 filter units in 2011 and believes the product can meet the household water treatment needs of 75 percent of families countrywide in the future.