Client: One Drop Foundation
Office: Toronto, Canada
One quarter of the world's population – 2.1 billion people – lack access to safe drinking water. A staggering statistic often met with apathy. So, we transformed this abstract problem into a tangible, personal experience. 'The Unfair Glass' sparked global conversation, driving unprecedented engagement and vital donations for sustainable water access.
One Drop, a Canadian non-profit, faced a daunting challenge: how to combat widespread apathy towards the global water crisis. Despite 2.1 billion people lacking safe drinking water, the issue remained invisible to many, especially in water-rich Canada. Competing against larger charities in a declining donor market with zero media budget, One Drop urgently needed a breakthrough idea to make this overwhelming statistic tangible and inspire personal action.
Human empathy often falters when faced with overwhelming global statistics. People struggle to connect with problems that feel distant. So we stopped telling people about the problem, and put it in their hands instead, creating a deeply personal, visceral experience. By disrupting a fundamental daily ritual – the act of drinking water – we aimed to transform passive awareness into genuine empathy, compelling individuals to act and support One Drop’s critical mission.
'The Unfair Glass': a data visualization you can literally drink from. This custom, double-walled glass features a quarter of its volume permanently sealed with dirty, undrinkable water representing the quarter of the world that lacks access to safe drinking water. The design was elegant, but uncomfortable. Every time you lift the glass, you feel the weight of the dirty water, and you're confronted with the inequity. Launched on World Water Day with influencer activations, a targeted G7 leader engagement, and amplified by global megastar DJ David Guetta, the campaign turned a simple object into a powerful catalyst for change.
'The Unfair Glass' delivered exceptional reach, with 54 million earned media impressions and 3 million social impressions, despite a zero paid media budget. Unsolicited amplification from global megastar DJ David Guetta further boosted reach. Most importantly, this awareness translated directly into action: One Drop saw a remarkable 115% increase in total donations and a 1,200% surge in total donation value, directly funding their crucial sustainable water projects and reversing previous revenue declines.
Design — Data Visualization
Bronze
AToMic Design
Gold
AToMiC Sustainability
Silver
This 'Unfair Glass' Gives a Powerful Water Crisis Message to World Leaders
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One Drop Foundation confronts G7 leaders on clean-water access