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
effingwater.ca.
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.
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“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.
Published Dec 21, 2021 1pm EST / 10am PST / 6pm GMT / 7pm CET
Sustainable Brands Staff