The Challenge

With no budget and a public increasingly tired of charitable asks, we were tasked with raising awareness—and funds—for the water crisis affecting children in Africa. The goal: earn media attention without paid support. Research showed people are far more likely to take action when a problem feels close to them—but this crisis felt far away.

The Solution

Guided by a simple brief—bring the problem home—we borrowed a standard beverage vending machine and re-skinned it to offer bottles of water “contaminated” with the diseases commonly found in the sources African children are forced to drink. Planted in the heart of Manhattan, the machine invited passersby to donate by “purchasing” a bottle. The discomfort sparked conversation, and the cameras followed. What began as a local stunt quickly earned national media coverage and ignited public interest. The campaign was recognized with multiple creative awards.