via http://creativity-online.com
Get out your hankies. Unsafe drinking water is the leading cause of
death for kids in sub-Saharan Africa. That's morbid enough, but DDB New
York's treatment of the subject, for charity Water is Life, is what
really gets you. Via a beautifully shot film, the agency tells the story
of a four-year-old Maasai boy, Nkaitole, potentially one of the
one-in-five kids who won't reach their fifth birthday--the latest
statistic on the mortality rate of children raised without potable H20.
So Water is Life takes Nkaitole to do all the things he's never done
before, checking off items on a bucket list he shouldn't have even had
to think about at his age.
The campaign is a follow up from the award-winning Hashtag Killer campaign,
which tried to juxtapose the inanity of your First World Problems by
asking poor, disenfranchised Haitians to read out your tweets about
leather couches and broken iPhones back to you.
This time, the campaign will include the hashtag #5YearstoLive, as
well as video clips featuring American kids -- who probably won't die at
five years -- reciting their own bucket lists. Print ads and radio
spots are also on their way.
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