WaterAid Australia launched an award-winning television campaign, Blackwater Springs, in Australia this year, raising the importance of clean water for third world countries. A spruiker stands in a busy shopping mall attempting to persuade customers to try his Blackwater Springs water. As people come to his stand he offers them sample cups of black polluted water. Bottles were placed in retail spaces with point of sale advertising alerting people to the new product.
“Hello sir would you like to try some Black Water Springs spring water. Try my spring water from Black Water Springs, straight from Africa and the developing world. It’s full of giardia and cryptosporidia. It’s come straight from the sewage system but sir! It’s all natural and it’s full of the same sort of unique balance, full of organic matter. It’s exactly as people in the developing world drink it. What’s in it? Poo, basically. Fecal matter. If you want to go on a diet this would really put you off your food. Try just a little bit of it. It’s pretty standard in the third world. A unique blend of minerals. Have asniff. Have a smell. Would you like to try some? It’s full of natural organic material. It contains faeces, E. Coli, micro choleria, cryptospiridia. More than a billion people drink that every day!”. The super: “Over 1 billion people worldwide are forced to drink Black Water Springs.” Viewers are encouraged to visit blackwatersprings.com, a site connecting with WaterAid Australia.
The Black Water Creek campaign was developed at Publicis Mojo, Sydney, by creative director Darren Spiller, copywriter Hamish Spencer and Justin Ruben, art director Heather Sheen, agency producers Marcus Eley and Jasmin Ferguson.
Sound was produced at Sound Reservoir.
WaterAid Australia is an international charity dedicated to helping some of the world’s poorest people escape the stranglehold of poverty and disease caused by living without safe water and sanitation. On 22 March 2006 WaterAid Australia marked the 14th United Nations World Water Day, bringing to the attention of Australians the fact that one sixth of the world’s population (1.1 billion) still do not have access to clean, safe water.
The BlackWater Springs TV ad won a Bronze Lion at the Cannes Lions International Advertising Festival in June 2006.