Project Description

Connecting people to water… and fundraising

The Nature Conservancy of Arizona conducts important science-based work every day to maximize water conservation, preserve wilderness, mitigate catastrophic wildfires and improve air quality but they lacked an identity with many Arizona residents. When TNC launched their Water Fund – designed to raise money to help protect the Verde River, which makes up a significant of Metro Phoenix’s water supply – they needed a commercial that would help raise their visibility with potential donors to the Fund. Paint It Black TV floated a softer approach than an easily-tuned out call-to-action. We wanted to make water a personal story to people who don’t consider where it comes from – and who is ensuring it’s still there – when they turn the tap. It’s a challenge to pack water’s grand journey and an organization’s mission into 30 seconds but the spot and the Fund were both successful.