When it comes to clean drinking water, we have it pretty good here in the U.S. It’s a totally different story, however, in developing countries, where safe drinking water can be hard to find. While we don’t have to second guess the quality of our tap water, there are 884 million people around the world don’t even have access to clean water, and 3.6 million die each year from water-borne illnesses.
World Water Day is an annual event that aims to raise awareness about this important human rights issue. This year, ad agency DDB NY teamed up with waterislife.com and ePromos to come up with an engaging guerrilla marketing campaign that would spread the word in NYC, home to some of the cleanest and safest tap water in the world.
To catch the attention of busy New Yorkers, DDB enlisted ePromos to supply custom paper cups to fill 10 special dispensers located around the city. These cups were positioned next to pipes that were discharging the dirtiest water in the city into the streets or subway tunnels.
Each cup contains a fact about drinking water (ex: “Unsafe drinking water kills more people than war”) along with the web address for Water is Life, an organization that makes $10 reusable straws that filter dirty water to make it safe to drink.
Matt Eastwood, Chief Creative Officer of DDB, explains: ”It’s something that we are passionate about. I love doing work that can make the world a better place–it’s a nice change from selling burgers. I’m hoping that [people who discover the campaign] will go to waterislife.com and get involved in some way, or at the very least donate at their website.”
You can see the campaign in action in the video below.