No Child Should Need a Bucket List
DDB New York and WATERisLIFE show how short life can be in the areas of
sub-Saharan Africa where unsafe drinking water is a leading cause of death in
children under five years old
NEW YORK, Aug. 8, 2013
NEW YORK, Aug. 8, 2013 /PRNewswire/ --DDB New York and WATERisLIFE have
launched an emotional campaign titled, "Kenya Bucket List," where a film crew
travelled to Kenya to take a four-year-old Maasai boy named Nkaitole
(pronounced Guytolie), who's never been out of his remote African village, on
an adventure to do all the things he's always wanted to do before he dies.
Why? Because in sub-Saharan Africa where he lives, unsafe drinking water is
one of the main causes that prevents one in five children from reaching their
The Bucket List is a term popularized by the Morgan Freeman and Jack Nicholson
film of the same name. By creating a campaign around this phrase, WATERisLIFE
has again used pop culture as an integral part of their marketing
communication. It follows on the heels of last year's successful "Hashtag
Killer" campaign, in which they attempted to eliminate the popular
#FirstWorldProblems hashtag by traveling to Haiti and filming locals as they
read the insensitive tweets back to their original authors.
The campaign is centered around a deeply emotional and powerful two-minute
film, which documents Nkaitole's bucket list from start to finish. In it, the
viewer watches him (along with his Uncle Joel) traveling across Kenya,
experiencing things like getting his first kiss, seeing the ocean for the
first time, playing soccer in the national stadium (his personal favorite),
flying in a hot air balloon, learning to ice skate, and trying ice cream. The
film compiles all of these amazing experiences to help drive home the message
that this little boy might not reach his fifth birthday unless we help him and
the other children of sub-Saharan Africa.
"This campaign gives a face to the millions of young African children who will
not live to see their fifth birthday," said Matt Eastwood, Chief Creative
Officer of DDB New York. "We hope that by sharing this one child's experience,
we can help raise enough money to provide Nkaitole and thousands of other
children with clean water and the chance at a long and healthy life."
The campaign will be launched with the help of WATERisLIFE's social channels,
with messaging that includes the #5YearsToLive hashtag on Twitter, a series of
video clips where American children recite their bucket list on Facebook, and
a behind-the-scenes look at the creation of the campaign through photos and
videos on Instagram. More traditional elements include a series of print ads,
each of which will highlight individual bucket list experiences, as well as
radio, which will roll out at a later date.
The focus of the campaign is to shed light on the hardships of children in
underprivileged societies, as well as to provide them with direct help. "Like
our previous campaigns, we'll direct donations from this video to help those
who actually appear in it," says Kristine Bender, Executive Director of
WATERisLIFE. "Nkaitole's village, as well as many other Maasai villages like
his, will be able to receive clean water, proper sanitation and hygiene
education as a result of this effort."
DDB New York and WATERisLIFE had separate fundraisers to raise money to
produce The Bucket List campaign. This installment marks the second campaign
for WATERisLIFE since they partnered with DDB New York in early 2012. Each
campaign has been more successful than the last, with donations increasing by
over 500% since this partnership began.
To donate or learn more about WATERisLIFE, visit www.waterislife.com.
Bucket List Definition
A list of things that one has not done before but wants to do before dying. It
comes from the phrase kick the bucket and was popularized by the movie, The
Bucket List, starring Morgan Freeman and Jack Nicholson.
WATERisLIFE was founded in March 2009, and is proud of the efforts over the
past four years to dramatically expand program development and funding,
volunteer staff and in-country partnerships. We have distributed over 60,000
WiL personal water filters in 36 countries and have distributed filters during
emergency/disaster relief initiatives globally. WiL has repaired pumps,
drilled wells, provided home filters, protected current water sources,
installed water systems, as well as provided school and village WASH education
programs. Our volunteer staff has researched and developed three targeted WiL
program areas – 334 villages in Kenya, Ghana and Haiti – for clean water,
sanitation, and hygiene transformation. And we are just getting started.
DDB Worldwide (www.ddb.com) is one of the world's largest and most awarded
advertising and marketing networks. In 2012 DDB was named Advertising Network
of the Year by Campaign, as well as Agency of the Year and Digital Agency of
the Year by Strategy magazine. At the prestigious 2013 Cannes International
Festival of Creativity, DDB won 93 Lions, the most ever for the network. In
addition, The Gunn Report has listed DDB as one of the Top 3 Global Networks
for the last 12 years. The agency's clients include Volkswagen, McDonald's,
Unilever, Mars, Johnson & Johnson, and Exxon Mobil, among others.
Founded in 1949, DDB is part of the Omnicom Group (NYSE) and consists of more
than 200 offices in over 90 countries with its flagship office in New York,
About Omnicom Group Inc.
Omnicom Group Inc. (NYSE-OMC) is a leading global marketing and corporate
communications company. Omnicom's branded networks and numerous specialty
firms provide advertising, strategic media planning and buying, digital and
interactive marketing, direct and promotional marketing, public relations and
other specialty communications services to over 5,000 clients in more than 100
For further information on Omnicom and its brands, please visit
Video with caption: "No Child Should Need a Bucket List. DDB New York and
WATERisLIFE show how short life can be in the areas of sub-Saharan Africa
where unsafe drinking water is a leading cause of death in children under five
years old." Video available at: http://www.youtube.com/watch?v=XYf82F3CHYo
SOURCE DDB New York
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