Behind the Work: Y&R and VML Create Robo-Fountain for Drink Up Initiative
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How about a little chit chat while you hydrate? Y&R, New York, and digital agency VML, New York, collaborated with the Partnership for a Healthier America to create a water fountain that starts talking when drinkers’ lips touch the water. It’s part of a new campaign to promote Drink Up, an initiative to encourage Americans to drink more H20.
PHA and its honorary chair, First Lady Michelle Obama, work across the public and private sectors to promote healthy physical and dietary choices in America. Last September, the non-profit and non-partisan organization started Drink Up and nearly a year after inception, the organization has launched a tech-driven camapaign to get the word out.
“We do everything we can to not look like your father’s public health campaign,” said PHA CMO Drew Nannis. The Drink Up Fountain, part of the #spreadthewater initiative, offers up greetings and encouragement to passersby pausing for a quick sip. “It doesn’t preach hydration facts or ounces consumed per day,” said Mr. Nannis, because its purpose is simply to encourage people to drink more water on a regular basis.
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