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Create a compelling three piece magazine campaign that places a spotlight on the water crisis in Flint, Michigan with a call to action for financial support for the NRDC. Your ads should drive the public to the website to find out more about the organization and to make donations. This campaign will be placed in a variety of national magazines.
After extensive research on the Flint water crisis, we learned of the chain of events — mostly consisting of political decisions — that lead to the exposure of the unsuspecting city’s residents to toxic water. With this information, we came to the conclusion that there might be a potential concept to discover regarding the truth being buried beneath the surface right alongside the corroded pipes. We wanted to bring to light not only the condition of the pipes, but the truth behind lead poisoning, as well.
We landed on “If It’s in the Water, It’s in Us,” which is a campaign that highlights different ways that the residents of Flint, Michigan make contact with their water supply, with an x-ray view of the corroded pipes that lie right beneath the surface. We focused on children in our imagery, as children make up the majority of those who are affected by lead poisoning. We chose photography as our medium in order to better reach our target audience, generating more empathy than we might with another form of media.
"Lead poisoning can lead to a variety of health complications, including loss of brain function, sterility, and kidney failure. All 100,000 residents of Flint, Michigan are being exposed to it every day in the form of their drinking water. If the government won’t protect the people, we will. Join our fight at nrdc.org"