Pantone, charity: water Share the Colors of the Water Crisis

Each year, Pantone exercises its position as the reigning authority in color communication to crown the official color of the year—a moment that art, fashion and design enthusiasts await annually. Now, the brand is applying its expertise to identify a new, very critical selection of tones: the colors of water insecurity. To recognize World Water Day, the brand teamed up with charity: water to launch the "Color of Dirty Water," which paints an authentic picture of the actual water that the 771 million people across the world without access to clean water are forced to drink. As described by the non-profit, many countries deal with water that is milky gray, mustardy yellow and forest green. Although these colors can be rather striking on a paint tile, they tell a far more horrific story when poured into a glass. "Color is the ultimate communications tool. It doesn't simply convey important information; it also has the power to create feelings and even actions," Lindsay Scheinberg, social media lead at Pantone, said in a statement. "This is why we strive to use the Pantone brand and colors to raise awareness of important issues in the world whenever we can. We're very happy to work with charity: water to spread awareness of, and show support for, the millions of people around the world who lack basic access to clean and safe drinking water." To drive the campaign's message home, charity: water is asking users to visit its website where they can select a shade inspired by the drinking water found in communities. The corresponding shade will then take visitors to the story of someone whose life has been changed through the non-profit's efforts. The team hopes that these stories will inspire visitors to get involved, starting with donations. Fighting the water crisis Despite having made commitments regarding water security improvements, charity: water knows tackling access to clean water means the need for governmental institutions to step in with education, income and healthcare assistance. However, the non-profit also recognizes the impact other organizations and brands like Getty Images, Stella Artois and Lokai play when getting involved in the fight for clean water in all communities. “We have seen water in developing countries around the world that is forest green, rusty orange, mustard yellow and firetruck red. We are incredibly grateful to partner with Pantone to bring awareness to this crisis as we strive to make clean, clear water a reality for every person on the planet," Tyler Riewer, creative director at charity: water, said in a statement. You can find more information on this campaign on Pantone’s official Instagram, as the campaign will run as an ad through April. You can also view the color story on charity: water's website. Stella Artois Makes People Wait for Water in Extension of Water.Org Super Bowl Effort

Ads of the Day

Pantone Paints a Clear Picture of the Water Crisis With a Striking Color Story Campaign

The brand collaborates with charity: water to bring to life a distressing reality

Natalie Venegas

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Natalie Venegas