Independent London-based agency Don’t Panic, and WaterAid, the U.K.’s dedicated water charity, have launched “WaterAid Can,” a campaign that highlights the role the international non-governmental organization plays in tackling the effects of climate change.
Today, some of the world’s poorest communities are living on the frontline of climate change. Severe floods and droughts are threatening people’s access to clean water and putting lives at risk; fragile water sources are being polluted or drying up. In an ever-changing climate, among the many threats we have to be concerned about, our access to water shouldn’t be one of them. Without clean water, decent sanitation and good hygiene, overcoming poverty is just a dream, as is good health. Of the 7.9 billion people in the world, one in 10 don’t have clean water close to home. By working with communities to build sustainable water systems that can withstand these extreme conditions, WaterAid and the communities they work with are helping build resilience to an uncertain future.
This “WaterAid Can” campaign film was directed by the award-winning photographer Olivia Rose who just joined the commercialmaking roster at Stink Rising. This public service piece, produced by Stink Films, is a series of quintessentially British portraits. Each individual delivers their part of the message, contextualized by the scene around them–from a young lad on Blackpool Beach talking about rising sea levels, to a real London cabbie talking about how WaterAid “can’t turn back the clock.” The film culminates in the younger generation telling us what WaterAid CAN do.
“It’s a really clever and brave way for WaterAid to present the campaign; leading with what you can’t do should feel like a total no go, but Rick (Dodds, creative partner) at Don’t Panic captured a real joy in the script whereby WaterAid openly admits to the things they can’t change, in order to draw us in, so they can educate us on what they can,” said Rose who added, “Pithy, British, heavily photographic and with a self-deprecating element, this was a chance to do some really good, simple, authentic filmmaking; interesting composition, authentic characters and emotion built through the edit. Climate change is real and if this commercial makes more people stop, think and support WaterAid, then I’m proud!”
The film is set to a track called “N.O.M.O.N.E.Y” by Dead Clever, an up-and-coming band from Leeds. The PSA was lensed on an Alexa Mini, but the final shot was captured by Rose and DP Nathalie Pitters on their iPhone 12Pros.
