#nofilter is one of the biggest hashtags on Instagram. And 1 billion people don’t have clean water because they have no filters. So, we filtered all #nofilter posts to bring attention to the global water crisis and make a difference. On March 22nd, World Water Day, we announced that for every #nofilter post on Instagram, past and present, 1 gallon of clean water would be made accessible by us. We invited people to post their own #nofilter images. The already popular #nofilter hashtag saw it’s highest peak that day, our fan base doubled, and in one week, our teams in 12 countries implemented over 1000 filters that each can provide a million gallons of clean water for a family in need. And we taught community leaders how to use them so they can empower people to change their regions. Worldwide, 116 million #nofilter posts are now filtered.

On March 22nd, World Water Day, we announced that for every #nofilter post on Instagram, past and present, 1 gallon of clean water would be made accessible by us. We also invited people to spread the word by posting their own #nofilter images.

Thousands got involved, including athletes, artists, and other celebrities like Gisele Bündchen and Neymar. These two guys alone can reach over 23 million on Instagram. And some of them went further. Red Bull linked us from their profile page and Hurley even created a t-shirt, signed by Craig Stecyk, converting sales into filters. The already popular #nofilter hashtag saw it’s highest peak that day. And our fan base doubled. To us, this means more than followers, this means more people willing to change the world. During the week of World Water Day, our teams in 12 countries implemented over 1000 filters that each can provide a million gallons of clean water for a family in need. And it’s not just distributing filters. We teach community leaders how to use them so they can empower people to change their regions. Worldwide, 116 million #nofilter posts are now filtered.