CHARITY WATER | SOCIAL CAUSE AD
INTRO
PROJECT CHALLENGE The obvious challenge with this project was to create an ad that was effect, yet unconventionally executed. It was necessary to have an initial draw that was impactful and out of the ordinary. I familiarized myself with Charity Water in order to create something that properly represented their organization. GOALS My goal for this project was to create a space that was visually interesting and educational at the same time. The initial draw is the appearance, but the experience leaves you with real information about Charity Water and ways you (the consumer) can help. BRIEF HISTORY OF CLIENT Charity Water was founded in New York in 2006 by Scott Harrison. For 10 years he worked as a nightclub promoter which left him spiritually, morally, and emotionally bankrupt. He wanted to change his life so he decided to spend 2 years on a hospital ship as their photo journalist. While on this trip, he saw first-hand the effects of dirty water and could not believe it was not a topic of discussion. Upon his return to the states, he threw himself a 30th birthday party at a nightclub and charged people $20 to get in. He raised $1500 that night and used it all to fund his first Charity Water project. Twelve years later, Charity Water has raised more than $360 million and funded water projects in 27 countries.
CHARITY WATER | SOCIAL CAUSE AD
INTRO
Some statistics I’ve discovered through my research include: 663 Million people in the world live without clean water. Roughly 1 in 10 people live without clean drinking water. That is about twice the U.S. population. Kids spend their days collection water rather than going to school. This water that is being collected often carries diseases. Diseases from dirty water kills more people than all forms of violence/wars in the world. Collectively, 40 billion hours are spent a year walking for water. 72% of water is collected by women in the Sub-Saharan Desert. Charity Water had completed 35, 281 water projects for 9.5 million people. 31% of schools in the world lack access to safe water. 1 in 4 girls don’t complete primary school due to lack of clean water. On average, 20-50 liters of clean water is need per person, per day for regular daily activities (showering, cooking, drinking, etc.) Roughly 1.8 million people die every year from diseases from dirty water. Hydration, food production, and sanitation are all things that require clean water. According to World Health Organization, distribution centers should make drinking water available within 0.6 miles from where they’ll use it.
CHARITY WATER | SOCIAL CAUSE AD
VISUAL DATA
Photographs of children and women in developing countries collecting, carrying, or drinking dirty water. Top left image is an existing ad done for Charity Water. The bottom left image is a list of some of the more popular diseases caused by dirty drinking water.
CHARITY WATER | SOCIAL CAUSE AD
100% of donation go to fund projects across the world. To maintain transparency, each well, purification system, etc is viewable on Google earth. *See image to the right
VISUAL DATA
Charity Water’s solutions to solving the dirty water drinking problem. Some of these solutions include drilled wells, hand dug wells, rainwater catchments, gravity fed systems, piped systems, water purification systems, bio sand filters, spring protections, and latrines.
CHARITY WATER | SOCIAL CAUSE AD
THUMBNAILS
CHARITY WATER | SOCIAL CAUSE AD
THUMBNAILS
CHARITY WATER | SOCIAL CAUSE AD
ROUGHS
CHARITY WATER | SOCIAL CAUSE AD
ROUGHS
CHARITY WATER | SOCIAL CAUSE AD
SEMI-TIGHTS
Free water provided at the Americana in Glendale, CA. 10 water jugs would be set up on the lawn, with 1 being filled with dirty water. This visual mirrors the statistic that 1 in 10 people in the world live without clean water.
CHARITY WATER | SOCIAL CAUSE AD
SEMI-TIGHTS
Water refill stations located throughout LAX. Each station would have a large statistic you can see from afar. As you get closer to the clean drinking water, the smaller statistics are legible. The idea is that you are being reminded of how many people are living without clean water while you stand there waiting for your clean water – highlighting the privilege.
CHARITY WATER | SOCIAL CAUSE AD
SEMI-TIGHTS
A giant water jug tent at Burning Man in Black Rock City, Nevada. This tent would act as an oasis in the hot dry climate. Those who attend Burning Man spend an entire week in the middle of the desert so a giant water tent providing free water samples would definitely be appealing. Once inside the tent, free water platypus’ would be provided along with information about people living around the world without clean water.
CHARITY WATER | SOCIAL CAUSE AD
INTRO TO BURNING MAN
BRIEF HISTORY OF CLIENT Burning Man is an annual festival in Black Rock Desert, Nevada. It lasts a week and celebrates inclusion, gifting, self-reliance, self-expression, community, civic responsibility, participation, and decommodifiation. The festival is located miles away from civilization in the open desert, so those attending have to bring their own food, water, etc. While this festival celebrates all of these things, it also has become quite the art exhibition. Many artists have shown their art during the festival. These works of art are often giant sculptural pieces. One of the giant pieces includes a 9 foot tall man that is burned every year, hence the name Burning Man.
CHARITY WATER | SOCIAL CAUSE AD
BURNING MAN: VISUAL DATA
CHARITY WATER | SOCIAL CAUSE AD
FINAL AD
CHARITY WATER | SOCIAL CAUSE AD
FINAL AD
CONCLUSION Overall, I am very pleased with the final design of the ad. I Created an experience that would appeal to the types of people who attend Burning Man. Once a person steps inside this water jug oasis, they are provided free water platypus pouches. Each pouch is full of clean drinking water and includes a statistic provided by Charity Water about those living without clean water. It also includes the phrase “clean water changes everything� in order to encourage guests to donate. The ideal attendee cares about the environment, social causes, and social change. Not only do they care, but they would actively try to participate in this social change. With that in mind, I feel that people would leave the Charity Water tent feeling satisfied and ready to donate.