The Girl in This Clean-Water PSA Can’t Cry, but Not Because She Isn’t Heartbroken

DDB's latest gut punch

Water Is Life and DDB New York's latest spot is, like much of their other work, heartbreaking. The ad focuses on the struggles of a young girl born in the slums of India, and does not pull its punches.

In the past few years, the clean water charity has skewered the smarmy #FirstWorldProblems hashtag, helped a 4-year-old Kenyan boy fulfill his bucket list, and most recently, created a water safety book with pages that double as water filters.

The new PSA, titled "The Girl Who Couldn't Cry," is an incredibly powerful piece of film, leaning heavily on shock value. But as with the organization's previous efforts, it makes its point all the more effective by creating that discomfort in—and compassion from—more privileged viewers.