Water Is Life's latest campaign aims to underline the danger to sub Saharan African families from lack of water by presenting some of them with a poignant gift -- their first family portrait, which the charity says may also be their last.
This film, by Deutsch N.Y., shows the families in Ethiopia's Oma Valley being presented with their portraits, which were taken by photographer Neil da Costa. The portraits are also being used in a print campaign set to run in business titles such as Bloomberg, The Economist, and Forbes, each with a call to action. A limited number of family portraits will be auctioned off later this year, with all proceeds benefitting the tribes.
Deutsch N.Y. Executive Creative Director Menno Kluin worked with Water Is Life on several award-winning projects, including 2012's Hashtag Killer, while he was at DDB N.Y., and the account has followed him to Deutsch.