Beginning in April of 2014, city and state officials of Flint, Michigan changed the source of drinking water from Lake Huron to the Flint River for Flint residents leading to the contamination of lead in the city’s water supply. After thorough research, it was found that the decisions made in Flint, Michigan were financial rather than for the safety of its residents. This led to the suspicion of those in power and what they were possibly hiding "beneath the surface."
Visually, Flint's purest imagery was chosen: the children, those who will live with the harshest consequences of Michigan's government decisions. By placing children in everyday situations in contact with water, viewers are able to see just how important Flint's water source is to the residents. Corroding pipes caused by the lead contamination leading to the children serve as a very real villain that Flint residents are now faced to fear in these compelling three-piece ad campaigns that place a spotlight on the water crisis with a call to action for financial support for the NRDC.
Lead poisoning can lead to a loss of brain function, sterility and kidney failure. All 100,000 residents of Flint, Michigan are being exposed to it every day in the form of their drinking water. If the government won't protect the people, we will. Join our fight at nrdc.org.