If people continue to waste water, the world could face a water crisis very soon. According to UN, around 1.2 billion people live in dry areas of the world, and by 2025 these numbers will increase to staggering 1.8 billion people who will suffer because of the water scarcity. The climate changes and the demographic boom may lead to a scenario in which access to fresh water will become a luxury to some of us.

To celebrate the World Water Day, which is held on March 22, Fundación Vida Silvestre — the official representative of WWF Argentina — joined forces with advertising agency Young & Rubicam Argentina and released 102 Million film. Through the short video, the organization wants to raise awareness and to educate people about the dramatic situation the Argentineans are being confronted with, in terms of access to clean water.

According to the National Water Plan, Ministry of the Interior, Public Works and Housing of the Nation nearly 17% of Argentina’s population – or seven million of its inhabitants – have no access to drinking water. Unfortunately, studies of the non-governmental organizations show this number may increase to 21%, with the worst situations arising in urban and rural areas where water restriction affects 100% of the citizens.

The Buenos Aires-based agency is the author of another remarkable work: in partnership with the dog shelter Zoobrevivientes, the agency launched a fake campaign, which drew people’s attention towards the damage fireworks can cause on man’s best friends — dogs. This time, their main focus is the struggling people of Argentina.

The 3-minute-long video shows an Argentine boy who has to come a long way every day to reach fresh water. While sitting with his friends and watching TV, he finds out that scientists discovered evidence of water on the Red Planet. Because of this finding, the Mars Project is being launched and aims to colonize Earth’s neighboring planet. Driven by the idea that Mars may have water, the boy applies to be part of the project and embarks on a hard and thirsty training.

The video ends with the boy running along the road, making it to be a part of the space voyage team, which will take off to Mars in 2021 – pointed out the irony of the surrounding areas similar to the Red Planet. 102 Million has a clear message: The earth has enough fresh water for all humans, but because it is not distributed equally, a big quantity of water is wasted, polluted or poorly managed. This campaign highlights the cruel reality that while water is so close at hand for some, it can be so many miles away for others.

 CREDITS:

Campaign: 102 Millones (102 Million)

Agency: Young & Rubicam Argentina

Advertiser: Fundación Vida Silvestre.
Spot Name: 102 Millones (102 Million)
GCD: Lisandro Grandal / Fernando Tchechenistky.
CreativeDirectors: Gustavo Botte / Ignacio Jardón / Juan Ure / Juan Pablo Curioni.
PR Director: Daniela Tucci
ProductionChief: Luis Pompeo.
Audiovisual Production: Juan Maidana.
Production House: La Doble A.
Director: Iván Vescovo / Martín Donozo.
Producer: José Arnal.
Advertiser Responsible: Martín Font.