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Crying Foul over Dirty Water

Crying Foul over Dirty Water

AdFreak reports that this clean water campaign from the Church of Sweden has generated some social criticism, despite generating 5,000 new text-based contributions of 50 SEK (about $6.50 USD) each to the church’s clean-water initiatives worldwide:

According to, the main concern was the portrayal of a white mother giving a white baby the dirty water, when clean water issues usually affect people in countries dominated by other ethnicities.

Seems like they’re missing the point. After all, the concept is supposed to be a comparison; an average Swedish mother wouldn’t do this to her child, but by not helping, you’re leaving mothers in other countries no choice. The white Swedes have to see themselves in the ad.

Svenska Kyrkan

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more