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“Thirsty Black Boy” Raises Millions In Belgium

A daring ad campaign in Belgium raised over $5 million in just six days, with an innovative idea that found a young, shabbily-dressed “black boy” interrupting live prime time television shows for three days.

Music For Life worked with Studio Brussels and the Red Cross to launch the campaign, which involved the boy running onto a live set, quickly drinking the host’s glass of water, and then running off again to illustrate the fact that a child dies every 15 seconds from the lack of clean water.

The campaign, which rose awareness of the lack of clean drinkable water for approximately 1.1 billion people around the world, was so successful that “Have you seen the thirsty black boy?” became the catchphrase and a commercial of the stunt became a viral hit on the Web.

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