Don’t fool yourselves: likes and shares on Facebook might make you a lucky winner of some random online competition, but they don’t save lives. Sure, some of the photos accompanied by the caption “Like to save a life” might trigger our empathy but it would be wrong to assume that they would suddenly transform into much-needed money. Fortunately, the virtual world isn’t just about tricking you. The Internet does host an actual tool that has the power to help people in need: watermarks.
As annoying they might get for some of us (yes, there are really good photographers who want to protect their amazing work against content theft), watermarks can be used to help people overcome some of the issues they face in their daily lives. You want a proof? Just see the work by American stock photo bank Getty Images, which released a call-to-action message specially designed to help communities in developing countries get access to clean water.
Just in time for World Water Day and with the aim to raise awareness about the global water crisis, the famous photo provider co-operated with FCB Chicago and turned its iconic watermark into a virtual tool that can bring fresh water to those in need.
For the life-saving online tool to help people living in humble conditions, Getty created “Watermarks for Water” collection, an image licensing platform that hosts more than 300 remarkable images viewed through the camera lenses of some of the world’s top photographers such as Brent Stirton or Tom Stoddart.
Each time one of the enlisted pictures is purchased, the watermark vanishes from the photo and 10% of proceeds go to nonprofit organization charity: water. Moreover, users can share images on social media using the hashtag #watermarksforwater. Each photograph will be accompanied by the watermark alongside a series of information that addresses global water issues. Whatever you choose, Getty’s watermarks will help remove impurities from contaminated water people in third-world countries need to drink daily.
The Chicago-based agency created a microsite to support this kind campaign, where users can admire the stunning collection, learn more about the cause, license for an image, or find out about what more can they do to get involved in the clean water cause.
Simultaneously, the brand invites viewers to watch the Watermarks for Water video, in which a series of touching images and strong words overlap to deliver a very emotional visual experience.
Liz Taylor, Chief Creative Officer of FCB Chicago said: “One of the things that struck us the most when working with Getty Images on this campaign is that more people die from drinking impure water than from war.” She added that this specific idea is what inspired the agency “to take one of Getty Images’ most recognizable assets – the watermark – and flip the idea on its head: What if, by removing watermarks, we could start a global movement to bring clean water to those around the world who lack it?”