On International Earth Day, National Geographic wanted to create awareness about the increasing water crisis in India. The target was to sensitize the urban people who have easy access to clean drinking water about the plight of people who don’t.
Introducing Mission Blue.
A website with a water calculator that would tell the viewers their daily water footprint by asking them about their direct water usage. To the not-so-thought about ones. Once the people were done learning how much water they use in their day to day activity, they were encouraged to take a pledge to reduce it step by step
To talk to the millennials in their own language, we initiated a social challenge called the #7StepWaterChallenge where the urban people were challenged to walk 7 steps balancing a filled water bottle on their head. This was done to create awareness about the plight of women in rural India who walk for miles balancing heavy water pots on their head for their daily water need. The challenge was kick-started by a famous public figure Tanmay Bhatt and the virality of the challenge came from people challenging their friends to do the same.
Mission Blue not just made every water drop count but also made every urban believe that they just by themselves can bring a change as massive as the ocean.
