Water has been top of mind for those of us in the United States, given all that’s happening at Standing Rock. But access to clean water is a global issue that toxic chemical company, Clorox, is looking to highlight in partnership with AOL and its immersive video division “RYOT.” With The Safe Water Project in Peru, Clorox wants to illuminate how the bleach product can actually serve as a cost-effective and safe water purifier that could save the lives of thousands worldwide who suffer diseases resulting contaminated water. In order to do so, RYOT produced a short film “Purely Peru” that gives viewers a first-hand experience into the real challenges faced by communities without access to safe, clean drinking water.
As Gabriele Amtmann, Associate Director Marketing, The Clorox Company notes, “The goal of The Safe Water Project is to use the disinfecting power of bleach to provide more than 100 million liters of safe, drinkable water to more than 25,000 people each year in 21 different communities. The project installs community bleach dispensers that help treat and disinfect water and provides health education.”
Since launching, The Safe Water Project has purified over over 350,000 liters of water a day, and has flipped over 60% of the community into using bleach as a water purifier. Immersive video experiences like this one with AOL / RYOT, prove among the most likely to help Virtual Reality and 360 video penetrate the general and broader consumer base at a time when the likelihood of VR taking off is questionable in the narrative space. Social good and topics related to global sustainability and turmoil are said to be more impactful when a viewer is able to step into the actual experience.
“Our work with Clorox allows people to step inside and see for themselves how the company is raising awareness around unsafe drinking water and experience what they’re doing to impact and empower communities in Peru with the tools to create their own safe, potable water,” said Molly Swenson, CMO of HuffPost RYOT.
Viewers can watch how purifying water stands to strongly impact a community on the RYOT app and across platforms, both in 360 and linear viewing.