This World Water Day, Just a Drop, is launching The Walk To The Well – a campaign to raise awareness of how a human’s potential to achieve in life is limited when they don’t have access to clean water. With the help of global agency of record, VCCP London, the charity has created the longest Twitter thread ever made to emulate the length that people in countries like Kenya, Uganda, Zambia, India, Nicaragua and Cambodia have to walk every single day, just to get access to water.

In the form of a social media challenge, the campaign will encourage people to do what they do best, scroll. This should come easily as on average people scroll through about 2km of content per day, without even thinking about it and Just a Drop wants to use this behaviour for good.

The Twitter thread will tell the story of Ann’s daily walk to collect water and will take people from her house, on a gruelling journey through physical threats and mental struggles to where she collects water. Ann is from Mwingi West in Kenya, one of many communities Just a Drop is helping to gain access to safe clean water.

The thread will take about an hour to properly scroll through, with the intention being that many people won’t be able to complete it. If people decide to give up scrolling, they will simply like the tweet at the point they’ve reached which will trigger an auto-reply showing the distance they’ve walked. Every participant will be encouraged to retweet or ‘Quote retweet’ their distance, to inspire others into taking our Walk to the Well challenge, too.

To create the film and images Just a Drop and VCCP London used a drone to capture Ann’s 9km walk. The photography created is striking with a varied landscape that is accompanied by a beautifully written typographic story, to keep our scroller’s attention.

VCCP Media has worked with Posterscope and Maxx Media to secure media sites to display the DOOH creative for the campaign which will go live in key conurbations around the UK. The DOOH billboards will feature footage of Ann’s 9km walk and direct people to take on the challenge and donate.

The campaign is also being supported by celebrities including award-winning actor Stanley Tucci, actor and comedian Alexander Armstrong, singer Michelle Heaton, wildlife presenter Gordan Buchanan, sailor Tracy Edwards, and presenter Stephen Sackur.

Find out more on VCCP.