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The picture evokes compassionate emotions to think of people who are less fortunate to have running water. Colgate uses their influence on their users to save water.
This is propaganda because
Part of Colgate's campaign called "Save the Water" - Make every drop count. Persuading their toothpaste user to save up to 8 gallons of water every day simply by pledging to turn off the faucet when they brush your teeth.