On the occasion of the World Water Day, Fundación Vida Silvestre (official representative of WWF in Argentina) launched "102 Million," a short film that seeks raising awareness on the serious situation millions of people in Argentina and around the world are forced to endure.
Officially, *around 7 million Argentinians, equivalent to 17% of the country's total population have no access to drinking water. The percentage rises to 21% according to non-governmental organizations. The situation worsens in urban and rural poverty areas where the restriction reaches 100% of its inhabitants.
Fresh drinking water is the original source of life, what nurtures everything, from the food we eat to the cotton we use, to the energy we depend on in our everyday lives. Only 3% of the earth's water is drinking water, and only 1% of that fraction is available for human use. It is the world's most precious resource but it is also finite and threatened as well by climate change, population growth and changes in the patterns of consumption, among other factors.
Without low blows, the short 3 minute film "102 Million" seeks promoting the awareness of the harsh reality endured by a huge section of the population of the country and the world, as well as raising awareness in the need of not wasting the vital resource, so close at hand for some and so many miles away for others.
*Source: National Water Plan – Ministry of the Interior, Public Works and Housing of the Nation
Film advertisement created by Y&R, Argentina for Fundación Vida Silvestre, within the category: Public Interest, NGO.
Global Creative Directors: Lisandro Grandal, Fernando Tchechenistky
Creative Directors: Gustavo Botte, Ignacio Jardón, Juan Ure, Juan Pablo Curioni
PR Director: Daniela Tucci
Production Chief: Luis Pompeo
Audiovisual Production: Juan Maidana
Production House: La Doble A
Directors: Iván Vescovo, Martín Donozo
Producer: José Arnal
Responsible Advertiser: Martín Font