In developing countries, clean drinking water isn’t nearly as easy to find as it is in the United States; 884m people around the world lack access to clean water and 3.6m die each year because of it.

To spread this message, we installed cup dispensers next to polluted New York City drainage, inviting pedestrians to drink from it. By sharing a glimpse of what life is like in the third world, we were able to successfully communicate the fact that access to clean drinking water is a privilege.

Enticing New Yorkers to drink from polluted water is satirical in nature, which meant the designs needed to follow suit. Using only a 2-color process, we took the 6 facts and represented each one with a unique visual. We printed the facts on the backs of each cup to create intrigue among pedestrians, forcing them to pull one in order to reveal the whole message.

•Impressions: 20MM •Cost per impression: $.000125 USD; roughly 7 impressions for every penny spent•Cost per response: $.05 USD •Press: Fast Company, CBS, NBC, FOX, etc.

•Site visits: +2,350%•Cups taken: 234 •Result: 11,315 days worth of clean water was donated on World Water Day alone.