It's a water bottle. That tracks how much you drink, and glows when you need to drink more. As well as telling your smartphone.
The very earnest start-up, the new-agey feel of the intro, and the over-the-top testimonials all seem like some kind of sophisticated social commentary on the times we live in. But it's apparently a real thing, and people have put up over $80,000 to back it on Kickstarter.
If you look closely at the "rewards" section, it's clear that Kickstarter is being used to pre-sell the bottles. For about $45 a pop.
It's sickly amusing to me that so many people would be willing to pay almost fifty bucks for a bottle that reminds you to drink it. (And it's not even full of single-malt Scotch.)
I guess there is, literally, a sucker born every minute.
Two low-budget health department PSAs promoting water drinking have caused unexpected controversy in Ukiah, California:
According to Daily Journal News, the ads have been rejected for placement in the Regal Ukiah Stadium 6 cinema by its national media placement firm, which is named as National CineMedia — which also serves theaters owned by AMC Entertainment Cinemark Holdings, and others.
The reason? According to the agency that produced the ads, DG Creative Branding, "It conflicts with soda sales in the theater lobby and will upset management and the theater circuit"
As the agency's video points out, bottled water (marketed by Coke and Pepsi) is also sold at cinema concessions. So it seems strange that these PSAs were seen as such a threat. Especially considering their unassuming DYI stock-photo-slideshow style, and the fact that they were sponsored by the CDC.
I doubt there's any vast cola conspiracy here. My guess is that some poorly-trained individual at National CineMedia made a stupid call. The company could not be reached by Daily Journal News for comment.
Last year, at this time, UN Secretary-General Ban Ki-moon told the world that more people die from unsafe water than from all forms of violence, including war:
“These deaths are an affront to our common humanity, and undermine the efforts of many countries to achieve their development potential.”
This year, the theme is focussed on urban challenges, which could not be more timely. Not only do the Third World's urban poor often lack access to drinkable water, but right now Japan is in a water crisis due first to the earthquake and tsunami, and now to radioactive contamination.
Other countries are rushing in to hydrate the Japanese, but the global nature of the water disaster is not as easy to quench.
But what can we do about it? For one thing, we can support international development efforts to improve water infrastructure. WaterAid, for example, works on an individual and family level to help vulnerable people access their own water. You can also make consumer choices that support your local water resources, by drinking tap water instead of bottled.
Politically, you can make yourself more aware of the dangers of water privatization. On July 28, 2010, the United Nations General Assembly overwhelmingly agreed to a resolution declaring the human right to “safe and clean drinking water and sanitation.” Canada abstained.
Why? According to The Council of Canadians, the Canadian government had potential revenue to lose:
"The world’s water companies would like to see water regarded as a human need, enabling them to control and sell water to the highest bidder for profit. Because Canada manages the largest freshwater resources in the world, companies are lining up to pump, bottle and privatize our water for their profit. Despite the increasing threat to our water, the Canadian government has not updated its national water policy in over 15 years. Instead, governments over this period of time have continued to support free trade agreements that only further threaten our ability to safeguard our water for people and nature."
There are other issues too. When it comes to drinking water, Canada has some dirty little secrets. Our federal government is mandated to assist First Nations in ensuring safe drinking water in their communities. But there are some who fall off the radar.
A particularly egregious example is the plight of the Lubicon Cree. We have come to know more about this issue than the average Canadians through our work with Amnesty International.
"The Lubicon Cree live in the middle of the Alberta oil fields. Vast wealth has been taken from their land. In fact, the province’s share of this oil and gas wealth has been estimated to exceed $14 billion. Yet the Lubicon people live in conditions that would be unimaginable to most Canadians.
The Lubicon community of Little Buffalo has no running water and no sanitation system. Before the Alberta government permitted large-scale oil and gas development on their land, the Lubicon took their drinking water from the muskeg and the lakes and streams. They can no longer safely do so.
With ever more intensive forms of oil and gas development, including the beginning of oil sands extraction, there are increasing worries that even water deep below the ground may become unusable."
But I'll let the Lubicon youth tell you in their own words:
So while World Water Day focusses on cities, my thoughts are with a threatened people in my own country. Because when anyone, anywhere, is denied the right to safe water, everyone's human rights are at risk.
Osocio posted this hilarious link on Twitter. It's a Brazilian cartoon PSA telling people that peeing in the shower will save 12 litres of water per non-flush:
Who knew that being a lazy slob could be so virtuous?
Last week, Calypso — Canada's Biggest Theme Waterpark — opened to the public.
As you probably know, in addition to saving the world with all of our usual social issues marketing work, we've been secretly creating a world of colourful characters for Calypso's grand opening.
Beginning with character sketches, we developed the backstories of Calypso the water goddess, Wildman Jack the adventurer, Sara Max the daredevil, Capitaine LaPlank the pirate, and Dr. Dunk the evil scientist. Over the past couple of months, we have literally been bringing these characters to life designing costumes and characterization for use at the park.
And now, in this Acart-written, TVA-produced TV ad, we can finally give you a look at the Calypso characters in flesh and blood:
So, how is this saving the world? Well, it's certainly bringing seasonal jobs to a previously-quiet corner of the National Capital Region. And it's providing a great sense of pride for our community, as well as a strong pull for tourists around the world to take a second look at Ottawa as a fun destination.
But most of all, we're enjoying this change of pace because when you spend 80% of your time addressing the world's problems, it's just nice to celebrate the lighter side of life in your own backyard. Next week, I'll let you hear what some of these characters sound like as I blog our radio campaign.
What differentiates us from many advertising agencies is that Acart's purpose is not to stimulate excess consumption. As Social Issues Marketing specialists, we often try to get people to consume less, such as when we promote public transit and other sustainable options.
But within the agency, like any business, we face corporate responsibility challenges of our own. That's why we're continually adding to our agency environmental policy, moving towards reusable dishes, cups and glasses for meetings (instead of styrofoam plates, plastic forks, bottles, cans and takeout coffee packaging), installing lower-consumption lighting, and trying to decrease internal printing.
As well, we're looking into enhancing efficiencies, like motion sensors on lights in meeting rooms. Even the traditional use of environmentally-nasty foamcore for presentation boards is on its way out.
With our social marketing background, we realize that policy is not enough; you've got to change attitudes. That's why we formed "Cause Loop", our in-house environmental team that organizes charity and consciousness-raising events such as Stairs for Wheelchairs and our street cleanup.
But the challenge is ongoing. That's why, if you visit Acart, you'll notice all these little signs hanging around to remind ourselves and our clients that more sustainable living is an ongoing commitment.
At Acart, all signs point to positive change. Take it, boys:
