Akatu Fake Shower may seem like a very stupid app. I mean, watch the promotional video:
Seriously.
Yesterday, after my friend Matt tweeted about Fake Shower, I downloaded it (the app is free) expecting to stumble upon a silly joke. To use Apple’s parlance, I thought it was another fart app, disguised as a clean-looking utility to actually achieve the opposite goal.
Then I decided to look for more information.
It turns out, Akatu is a non-profit NGO that focuses on raising awareness about consumption choices. It was founded on March 15, 2011 (World Consumer Rights Day) with headquarters in São Paulo, Brazil. Here’s a TEDx presentation by one of the co-founders of Akatu, former Brazilian minister Helio Mattar, talking about “conscious consumption”. In short, Akatu’s goal is to show how our consumption habits could be improved.
All the “reviews” of Fake Shower that I found didn’t mention that this app leverages an embarassing premise to cleverly raise awareness on the issue of water consumption. The app’s motto – “Because love is blind, but not deaf” – perfectly sets the tone for an “experience” that, for a lack of a better description, offers a way to cover the sound effects of your bodily activities. But why aren’t more people looking into the organization behind this “stupid app”? Read more