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Marketing and Comms
Potty-Mouthed Campaign Raising Awareness of Lack of ‘F*ing Water’ for Canada’s Indigenous Communities

Public Inc’s latest social-justice outcry, in collaboration with First Peoples Group, shines light on lack of government action to address insufficient access to clean water in nearly 70 Indigenous communities across Canada.

Social impact agency Public Inc. has launched “F*cking Water” — the second edition of its ‘FU’ holiday campaign — this time in collaboration with First Peoples Group, to address the lack of clean water in nearly 70 Indigenous Canadian communities. The digital campaign directs viewers in Canada and beyond to sign the petition at

See the uncensored version here.

Following on last year's successful campaign using ‘F*ck’ to call out injustice, Public Inc CEO Phillip Haid told Sustainable Brands™ the agency decided to go at it again to address the issue of clean water.

“The campaign came about thanks to a presentation Guy Freedman, Chair and Founding Partner of the First Peoples Group, gave to our agency on National Day for Truth and Reconciliation (September 30),” Haid said. “It was an incredibly powerful presentation and stirred our thinking on what we could do to contribute to Reconciliation.

“We were shocked by the number of Indigenous communities that still don't have access to clean water, despite it being one of the Truth & Reconciliation Commission's calls to action (#19 — addressing inequities in health outcomes, including access to basic health needs such as clean water).”

The campaign features cameos by notable Canadians including Freedman and Kurt Browning, Four-time World Figure Skating Champion and Canadian national champion. ‘F*cking Water’ follows last year’s "FU 2020" — a cathartic send-off to acknowledge the crazy year, which also drove donations to the Mental Health Coalition (US) and Black Health Alliance (Canada). Now frustrations (and potty mouths) have turned to one of the most exasperating and urgent issues for Canada in 2021.

Haid said they are hoping to rally thousands to sign the petition, to demonstrate a strong show of support to get the Canadian federal government's attention and ultimately speed up action on the issue.