Chaque année, 3,4 millions de personnes meurent à cause des maladies contenues dans de l’eau contaminée. Avec cette initiative Water is Life, chaque livre imprimé utilise un filtre spécial qui permet d’éradiquer la quasi-totalité des bactéries dangereuses présentes, et permet ainsi d’obtenir de l’eau potable.
Water Is Life and DDB New York's latest spot is, like much of their other work, heartbreaking. The ad focuses on the struggles of a young girl born in the slums of India, and does not pull its punches.
In the past few years, the clean water charity has skewered the smarmy #FirstWorldProblems hashtag, helped a 4-year-old Kenyan boy fulfill his bucket list, and most recently, created a water safety book with pages that double as water filters.
The new PSA, titled "The Girl Who Couldn't Cry," is an incredibly powerful piece of film, leaning heavily on shock value. But as with the organization's previous efforts, it makes its point all the more effective by creating that discomfort in—and compassion from—more privileged viewers.
Drinking is fundamental.
With that thought in mind, DDB New York and Water Is Life have authored a Drinkable Book that not only educates at-risk populations on sanitation and hygiene, but also provides a means to purify contaminated water.
The pages are coated with microscopic particles of silver. When water passes through, more than 99 percent of harmful bacteria—like cholera, E. coli and typhoid—are destroyed, and the resulting liquid is safe to drink. Theresa Dankovich, a chemist, invented the paper. The text, printed in food-quality ink, provides basic safety information, such as reminders to keep trash and feces away from water supplies. The filter paper costs pennies to produce, and a single book can provide a person with drinkable water for up to four years.
DDB and Water Is Life have teamed up before on notable humanitarian efforts. These include an award-winning campaign that saw impoverished Haitians read actual tweets that people jokingly marked with the #FirstWorldProblems hashtag, and "Kenya Bucket List," which focused on what third-world kids hope to accomplish in their lives.
The Drinkable Book is a refreshingly creative (but practical) approach that marks a new chapter in combining communications with real-world action, a direction also championed by the Peruvian billboards that generate clean air and water.
Via Devour.
FCB Mayo recently showed us how a billboard can help purify the air…but can a specially designed paper book turn sewage into drinkable water?
This spot from DDB New York, supporting a project sponsored by nonprofit Water Is Life, adopts the same relatively straightforward documentary-style approach as other spots in the partnership.
While this particular ad presents less of a personal story than previous collaborations, it does allow for a glimpse into the development of a fascinating invention.
Credits when we receive them.
New Career Opportunities Daily: The best jobs in media.
Em algum momento da vida, todo mundo acaba fazendo uma bucket list, aquela lista de coisas que você gostaria de fazer antes de morrer. Algumas são mais conscientes do que outras, mas geralmente elas aparecem à uma determinada altura, quando a gente percebe a efemeridade da nossa existência. É o tipo da coisa que não se faz aos quatro anos de idade… a não ser que você tenha consciência de que terá sorte se chegar aos 5, como mostra o novo filme da Water is Life.
Na campanha criada pela DDB de Nova York, somos apresentados ao pequeno (e extremamente carismático) Nkaitole, que muito em breve deverá entrar para as estatísticas de vítimas fatais da falta de água potável no Saara – uma em cada cinco crianças não chegam ao quinto aniversário na região.
O filme consegue tratar o tema com muita sensibilidade, sem contar a belíssima produção. Mas o que faz a gente parar para pensar é a simplicidade dos desejos de Nkaitole, coisas que a maioria de nós já realizou: ver o mar, voar como um pássaro, andar de barco ou sentir a emoção do primeiro beijo.
No ano passado, a mesma DDB NY foi responsável por outra campanha da Water is Life que pegou diretamente na jugular de muita gente: utilizando a hashtag #FirstWorldProblems, o filme trazia haitianos lendo tuítes de reclamações fúteis, como a casa ser tão grande que a pessoa precisa ter dois roteadores ou o fato do fio do carregador do celular não chegar até a cama…
No final, a grande verdade é que, realmente, nenhuma criança de quatro anos deveria precisar de uma bucket list.
Post originalmente publicado no Brainstorm #9
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