National Geographic ups the ante for water conservation with Mission Blue

Continuing with its drive to increase awareness about and also increase adoption of techniques to conserve water, National Geographic has embarked on ‘Mission Blue’. National Geographic Mission Blue was announced in Mumbai to mark the occasion of Earth Day. 

The initiative seeks to address the cause of water scarcity and spread awareness and empower people with knowledge on what they can do to help impact the lives of the millions who are deprived of water. It underlines the need for collective action to ensure a better tomorrow. Through specially created digital tools, people will get a sense of not just how severe the water problem is, but also how small changes in their daily lives can help reduce their ‘water footprint’. 

Water Aid Foundation, a non-profit organisation known for its exemplary contribution to the cause of water, has also partnered with National Geographic Mission Blue, where they will together help provide clean drinking water to schools. 

It may be recalled that National Geographic came on board as the ‘Green Partner’ at Goafest 2017 to help make the festival not only a congregation of the country’s best creative and planning minds, but also one that is conscious about its actions, and their impact. Some of the initiatives included the organising committee using recycled paper and making available a system of carpooling for the delegates. 

Actor/ director Farhan Akhtar has come on board as a key partner and face of the campaign for Mission Blue. 

Apart from the main film creative and campaign which will run across media, National Geographic will also disseminate the message through various formats of storytelling to reach and appeal to as many people as possible. This includes special documentaries on the water issue – both global and local – as well as specially created short films by award winning directors Imtiaz Ali, Hansal Mehta, Aniruddha Roy Chowdhury and Madhur Bhandarkar, who creatively bring out the key message through everyday stories of India. 

Elaborating on the campaign, Swati Mohan, Business Head India, National Geographic and FOX Networks Group, said, “National Geographic has always been a brand that has stood for driving purposeful change; something we have been doing for over a century now. Today, the water crisis around the world calls for much attention. In India alone, 76 million people lack access to safe drinking water – a problem that is only going to get worse if no immediate action is taken. We are hopeful that this initiative will help enlighten people on what can be achieved by collective action.”

Watch: Swati Mohan on Mission Blue
https://youtu.be/A3b85rmXsC0