“Water is one of the most essential elements in our lives, so on World Water Day this year, we’re kicking off a movement to help bring awareness to and raise funds for the global water crisis.” [Getty Images chief operating officer, Craig Peters]
Getty Images holds a remarkable asset. Its library documents the world in pictures. From World Water Day, March 22, the stock photo source is using that asset to help people throughout the world who don’t have access to clean drinking water.
It has created a collection of 300 photos from top photographers, called Watermarks for Water, that illustrate how dire life is without clean water. Every time one of this images is licensed and the Getty Images watermark is removed, 10% of the proceeds will be donated to charity:water, an organisation that provides clean drinking water to people in developing countries. charity:water has already funded 24,537 water projects and provided 7,347,032 people with clean water.
FCB Chicago has created the campaign video that has already had more than 1.5 million views on YouTube. The video directs viewers to the campaign microsite.
Visitors to the Watermarks for Water microsite can license an image or share it on social media. If they share it, the image retains its watermark but is accompanied by a fact about the world water crisis.
“One of the things that struck us the most when working with Getty Images on this campaign is that more people die from drinking impure water than from war,” stated FCB Chicago chief creative officer, Liz Taylor.
“That insight led us to take one of Getty Images’ most recognisable assets, the watermark, and flip the idea on its head: What if, by removing watermarks, we could start a global movement to bring clean water to those around the world who lack it?”
On World Water Day, Getty Images also held an exhibition of a selection of the images in an art gallery in New York as prints which could be bought.
Credits
Agency: FCB Chicago
Chief Creative Officer: Liz Taylor
Worldwide Creative Partner: Fred Levron
Executive Creative Directors: Jon Flannery & John Claxton
Creative Directors: Bruno Mazzotti & Dean Paradise
Senior Copywriter: Kate Cullen
Senior Art Director: Franki Geib
Executive Creative Producer: John Bleeden
Senior Producer: Carolina Sierralta
Vice President, Management Director: Kathryn Horsley
Senior Vice President, Print Production: Julie Regimand
Project Manager: Matt Hartwig
Experiential agency: FCBX
Executive Vice President: Kim DeNapoli
Account Director: Katherine Fliess
Editing: Cutters NY
Editor: Nadav Kurtz
Assistant Editor: Peter Zachwieja
Executive Producer: Elizabeth Krajewski
Producer: Stephanie Rose
Cutters Chicago
Editor: Matt Walsh
Assistant Editor: Jackie Cohen
Producer: Heather Richardson
Post production: Flavor Chicago
Executive Producer: Neal Cohen
Finishing Artist: Chris Elliott
Senior Designer: Colby Capes
Colour: Brian Higgins
Sound: Lord & Thomas
Audio Manager: Jason Ryan
Audio Engineer: Alec Chojnacki
Associate Audio Engineer: Batsirayi Zesaguli
Audio Producer: Alex Bartczak
PR: Current
President: Virginia Devlin
SVP, Integrated Media: Kate Knox
Associate, Media Relations: Mackenzie Woods
