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No Child Should Need A Bucket List

NEW YORK, Aug. 8, 2013 /PRNewswire/ -- DDB New York and WATERisLIFE have launched an emotional campaign titled,  "Kenya Bucket List," where a film crew travelled to Kenya to take a four-year-old Maasai boy named Nkaitole (pronounced Guytolie), who's never been out of his remote African village, on an adventure to do all the things he's always wanted to do before he dies. Why? Because in sub-Saharan Africa where he lives, unsafe drinking water is one of the main causes that prevents one in five children from reaching their fifth birthday.

The Bucket List is a term popularized by the Morgan Freeman and Jack Nicholson film of the same name. By creating a campaign around this phrase, WATERisLIFE has again used pop culture as an integral part of their marketing communication.  It follows on the heels of last year's successful "Hashtag Killer" campaign, in which they attempted to eliminate the popular #FirstWorldProblems hashtag by traveling to Haiti and filming locals as they read the insensitive tweets back to their original authors.  

The campaign is centered around a deeply emotional and powerful two-minute film, which documents Nkaitole's bucket list from start to finish. In it, the viewer watches him (along with his Uncle Joel) traveling across Kenya, experiencing things like getting his first kiss, seeing the ocean for the first time, playing soccer in the national stadium (his personal favorite), flying in a hot air balloon, learning to ice skate, and trying ice cream. The film compiles all of these amazing experiences to help drive home the message that this little boy might not reach his fifth birthday unless we help him and the other children of sub-Saharan Africa.

"This campaign gives a face to the millions of young African children who will not live to see their fifth birthday," said Matt Eastwood, Chief Creative Officer of DDB New York. "We hope that by sharing this one child's experience, we can help raise enough money to provide Nkaitole and thousands of other children with clean water and the chance at a long and healthy life."

The campaign will be launched with the help of WATERisLIFE's social channels, with messaging that includes the #5YearsToLive hashtag on Twitter, a series of video clips where American children recite their bucket list on Facebook, and a behind-the-scenes look at the creation of the campaign through photos and videos on Instagram. More traditional elements include a series of print ads, each of which will highlight individual bucket list experiences, as well as radio, which will roll out at a later date.

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