“Mission Blue” Launched by National Geographic With Water Aid India And Bollywood
(3BL Media/Justmeans) – Globally, the current water crisis is critical. According to the UN, water use has grown at more than twice the rate of population increase in the last century. By 2025, an estimated 1.8 billion people will live in areas plagued by water shortage. While, right now, in India 76 million people don’t have access to clean drinking water, a problem that is going to escalate if no immediate action is taken.
For instance, iron, which causes respiratory system hemorrhage when mixed with drinking water, was found in water supplied to 30% of rural India. While arsenic, which causes skin lesions and cancer, was found in the drinking water source of 21% of rural people here. Therefore, driving public awareness of water scarcity and conservation in this region is key. 21st Century Fox’s National Geographic is doing just that, teaming up with Water Aid India and Bollywood to launch ‘Mission Blue.’
National Geographic has always been a brand that has stood for influencing purposeful change and has been doing so for over a century. In the last five years, the National Geographic Society has funded more than 50 grants relating to water conservation in America and around the world. Gary Knell, National Geographic Society President and CEO says, “While National Geographic’s legendary storytelling and iconic images have helped raise awareness of critical water issues, the fact is we go far beyond creating content. We help people stop and think about what’s going on in the world today, but more importantly what could happen to make it better.”
Now National Geographic India will air four short films from award-winning Bollywood directors Imtiaz Ali, Hansal Mehta, Aniruddha Roy Chowdhury and Madhur Bhandarkar, all of whom have made their films available on the campaign’s website. Digital tools will also be available online allowing viewers to calculate their own water footprints and suggests ways to save water in their daily lives. The channel will also air ‘Parched’, the three-part documentary series from Academy Award winner Alex Gibney, which explores the environmental and political causes of water scarcity around the world.
The channel has also partnered with Water Aid India for MissionBlueMySchool to provide clean drinking water to a school in southwest Delhi that serves more than 2,500 children. The school relies on tanker trunks to bring an often-insufficient water supply to its students. This project aims to install a piped supply system for the school, including filters, coolers and a rainwater harvesting system. As along with access to safe water, it is important that communities have the necessary tools, infrastructure and are prepared to deal with the effects of extreme weather events and climate change.
It is hoped that ‘Mission Blue will help enlighten people on what can be achieved by collective action, especially as now the responsibility of conserving water for their own future is in the hands of the Indian people.
Photo Credit: Mission Blue