Water is life

When Five-Year-Olds Have Bucket Lists, You’ve Got a Problem

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 #5YearstoLife, 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.


Check out the full campaign and watch the videos here.



DDB New York and Water is Life have launched the “Hashtag Killer” campaign, which sets out to eradicate the ironic #firstworldproblems meme–in which people tweet about such life burdens as non-heated leather seats or forgetting their maid’s last name–and, in the process, raise awareness about serious developing world issues.

The agency gathered various “first world problem” tweets and then approached people in Haiti to recite them in an anthem video. But perhaps even more affecting is the campaign’s series of personalized responses, in which various Haitians console those who have used the hashtag on Twitter. The responses will be delivered by Water is Life as well as a number of celebrities like LMFAO, Christina Millian, Michael Ian Black and Others.


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