WATERisLIFE and DDB New York show how short life in sub-Sahara Africa can be in a beautifully shot film

Beautifully shot, the ‘Bucket List’ highlights that where he lives, unsafe drinking water is one of the main causes that prevents one in five children from reaching their fifth birthday.

DDB New York worked on the campaign, building on it charity’s previous initiative which referenced pop culture. Last year’s ‘Hashtag Killer’ initiative showed Haitions reading tweets using the #FirstWorldProblems, which commonly references a trivial problem, back to the original author, highlighting the plight of real people in third world countries.

This year, the two-minute film, which documents Nkaitole’s bucket list from start to finish, “gives a face to the millions of young African children who will not live to see their fifth birthday,” said Matt Eastwood, chief creative officer of DDB New York.

“We hope that by sharing this one child’s experience, we can help raise enough money to provide Nkaitole and thousands of other children with clean water and the chance at a long and healthy life,” he said.

The campaign has been launched with the help of WATERisLIFE’s social channels, with messaging that includes the #5YearsToLive hashtag on Twitter, a series of video clips where American children recite their bucket list on Facebook, and a behind-the-scenes look at the creation of the campaign through photos and videos on Instagram.

More traditional elements include a series of print ads, each of which will highlight individual bucket list experiences, as well as radio, which will roll out at a later date.

“Like our previous campaigns, we’ll direct donations from this video to help those who actually appear in it,” explained Kristine Bender, executive director of WATERisLIFE.

“Nkaitole’s village, as well as many other Maasai villages like his, will be able to receive clean water, proper sanitation and hygiene education as a result of this effort.”