Getty no-watermark campaign kicks off

As news of water scarcity in Cape Town engulfs the world, researchers have unleased a list of cities that could go the Cape Town way. But what does photography have to do with this? According to Getty Images, a lot.

A campaign video, created in partnership with FCB Chicago, poses the question, “If you could unleash the power of photography, what would you have it do?” as a series of powerful images rushes across the screen. It then introduces Getty Image’s initiative.

The initiative is simple, but promises to create every widening ripples. Getty Images created a “Watermarks for Water” collection featuring 300 photographs from top photographers that illustrate the hardships people without access to clean water face. Each time one of the images is licensed, the Getty Images watermark will be removed and 10 percent of proceeds will be donated to charity:water, an organization dedicated to providing clean drinking water to people in developing countries.

What better day to kick it off on than World Water Day..

Source : http://www.adweek.com/brand-marketing/getty-images-aims-to-help-people-in-need-of-clean-water-with-watermarks-initiative/