charity: water Launches “Football Takes Water” via Fire Kite
As billions of fans around the world tune in for the FIFA World Cup, charity:water, a nonprofit organization bringing clean and safe drinking water to people around the world, has announced the launch of its “Football Takes Water” campaign–a global fundraising initiative designed to transform the energy of the tournament into real-world impact for individuals and communities living without access to clean and safe drinking water. Running through the World Cup, the campaign aims to fund 21 water projects.
The campaign comes at a time when water has unexpectedly become part of the football conversation. FIFA recently faced backlash after attempting to restrict spectators from bringing water bottles into stadiums, while simultaneously introducing mandatory hydration breaks for players during each match.
Now, charity: water is using the World Cup spotlight to highlight the role clean water plays in opportunity, equity, and human potential. While the world’s top athletes pause for two hydration breaks per match, millions of people around the world still spend hours each day walking miles to collect water–time that could otherwise be spent in school, playing, or at work.
“Clean water sustains life, but it also unlocks potential, and Football Takes Water is something everyone watching The World Cup can see and understand instantly,” said Scott Harrison, Founder and CEO of charity: water. “However, for 696 million people around the world, gaining access to clean water is a daily challenge. This campaign is about connecting those two realities and inviting people to take action to change them.”
The simplicity of that message is intentional. Developed in collaboration with creative agency, Fire Kite, the campaign centers on a universal truth that connects fans, players, and communities around the world.
“Sometimes, it’s the simplest observations that can be the most powerful,” says Alex Goulart, Founder & ECD at Fire Kite. “Football takes water” is one of those statements, because at a moment when the world is focused on every move, every play and every goal scored on the global stage, we’re reminded that there wouldn’t be a World Cup–or any sport at all–without the most basic and ordinary resource on the planet, second to air.”
Every match, training session, and recovery period depends on access to clean water. While fans will see players hydrate countless times throughout The World Cup, that everyday reality remains out of reach for hundreds of millions of people around the world. “Football Takes Water” shines a light on the essential
role water plays both on and off the pitch, and the opportunities that become possible when communities gain reliable access to it.
"My passion when it comes to raising awareness about the water crisis pivots on the impact on women and girls,” said Eni Aluko, sports broadcaster, former professional footballer, and board member for charity: water. “Because when they’re the ones who more often than not are fetching the water each day, that’s time spent out of school. That means a complete detour of destiny and a stolen opportunity for girls who might otherwise be building the foundation for their future. I know how much education meant to me. It’s a privilege to be able to grow up in an environment that allows your gifts to unfold and your potential to be harnessed. But it shouldn’t be."
“Football Takes Water” builds on charity: water’s mission to end the global water crisis. Since it was founded in 2006, the organization has funded over 209,000 water projects in 29 countries, helping bring clean and safe drinking water to more than 21 million people worldwide. With its 100% model, charity: water also ensures that every public donation directly funds clean water projects.
To learn more about the campaign or donate to the cause, visit charitywater.org/football.
CREDITS
FIRE KITE
Alex Goulart | Founder & Executive Creative Director
Zach Fugate l Creative Director / Art Director
Alex Goulart | Creative Director/ Copywriter
Lori Shoukry | Project Manager
CHARITY: WATER
Scott Harrison | Founder & CEO
Melissa Russell | President
Thaddaeus Nichols | VP of Marketing & Partnerships
Anthony Aurrichio | Senior Manager, Marketing & Comms
Alaina Lewis | Lifecycle Marketing Senior Associate
Morgan Koetting | Associate Director of Content
Dave Rivera | Associate Director of Creative Production
Sam Loshiavo | Producer
Connor Davis | Art Director
Joshua Jones | Editor
Brady Peters | Copywriter
Rose Mustakova | Copywriter
Chancelor Freels | Graphic Designer
Jon Dicus | Graphic Designer
ERA92
Emmanuel Trinity | Founder
