| What is fresh2o? |
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The master photographer Candice, pioneer
of the underwater portrait, has devised a series of images of
icons who, because of their global presence and resonance, can
and do make a difference. These photographs will raise
fresh2o awareness and
funds for international projects providing clean water and sanitation
to the world.
The programme of global communication and collaboration that
the fresh2o team
will build around these extraordinary portraits will connect,
engage and re-engage the affluent consumer, the hungry and thirsty,
the massive brand, the networks of billions, and the most powerful
icons in the world, captured in images that redefine the human
condition. |
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Photocredit: WaterAid/Abir Abdullah
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| From now up to 2014, as money is raised and
channeled into wells, pipelines, lifelines for the poor communities
in developing countries, will live in all media. |
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Connect…
Engage…
Get fresh2o |
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The fresh2o
Campaign is a dramatic initiative designed to draw attention
to one of the most serious issues in the world today –
the lack of freely available supplies of fresh water to all
humanity. Its importance will not simply be confined to the
personal or domestic arena but will influence politics and economics
on a global scale.
Indeed the next wars are most likely to be fought over water
in much the same way as previous ones arose over other scarce
natural resources such as oil and food. But the impact of lack
of fresh water is first felt as an intensely personal experience.
With no let-up in her schedule and her determination to develop
new techniques, Candice is set to remain one of the world’s
most innovative photographers of the age. |
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