MUMBAI: National Geographic is all set to lead the way in its endeavour to go further as a brand and inspire change.

National Geographic Mission Blue, is an initiative to address the cause of water scarcity. It aims to spread awareness and empower people with knowledge on what they can do to help impact the lives of the millions who are deprived of this precious resource. It underlines the need for collective action to ensure a better tomorrow. Through specially created digital tools, people will get a sense of not just how severe the water problem is, but also how small changes in their daily lives can help reduce their ‘water footprint’.

National Geographic Mission Blue was announced in Mumbai to mark the occasion of Earth Day, in line with the brand’s objective to lead with purpose and help sustain the planet. Present at the event was Farhan Akhtar, key partner and face of the campaign, as well as renowned Bollywood directors and Water Aid Foundation; who are all part of this initiative.

Apart from the main film creative and campaign which will run across media, National Geographic will also disseminate the message through various formats of storytelling to reach and appeal to as many people as possible. This includes special documentaries on the water issue; both global and local, as well as specially created short films by award winning directors Imtiaz Ali, Hansal Mehta, Aniruddha Roy Chowdhury and Madhur Bhandarkar who creatively bring out the key message through everyday stories of India.

Water Aid Foundation, a non-profit known for its exemplary contribution to the cause of water, has also partnered with National Geographic MISSION BLUE, where they will together help provide clean drinking water to schools.

Speaking on the campaign, National Geographic and FOX Networks Group business head Swati Mohan said, “National Geographic has always been a brand that has stood for driving purposeful change; something we have been doing for over a century now. Today, the water crisis around the world calls for much attention. In India alone, 76 million people lack access to safe drinking water - a problem that is only going to get worse if no immediate action is taken. We are hopeful that this initiative will help enlighten people on what can be achieved by collective action.”

Commenting on his association with the initiative, Farhan Akhtar said, “I am proud to be associated with an iconic brand that has the legacy of working for the cause of preserving the planet. National Geographic Mission Blue is a very special initiative that is very close to my heart. It has the power to enlighten, inspire and empower people who are unaware of what they can do towards the cause of water scarcity and drive real change. I hope people will realize that the responsibility of conserving water and of their own future is essentially in their own hands.”