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About This Project
Summary
This PSA broadcast campaign for social good uses striking visual storytelling to highlight water scarcity. A child belly-flops onto a dry slip-n-slide. A diner receives a mug of dry coffee grounds. A diver leaps toward an empty pool. Each spot begins playfully or unexpectedly, then pivots to discomfort and awareness. Through minimal dialogue and emotional pacing, the campaign turns everyday moments into stark metaphors: water isn’t guaranteed—and its absence is deeply felt.
Goals & Objectives
Our goal was to create a 3 part PSA broadcast campaign that made audiences feel the value of water through emotionally driven, cinematic storytelling. By using subtlety, contrast, and familiar moments disrupted by absence, we aimed to evoke reflection—not with facts, but with feeling.
Results & Impact
The campaign resonated through its emotional storytelling, prompting reflection and conversation. By shifting away from traditional PSA formats, it delivered a memorable, shareable message that helped reframe how audiences perceive water’s everyday value.
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