In Kenya, a child has a one in five chance of dying before they reach the age of 5.
So DDB NY and clean-water organisation Water Is Life took 4-year-old Nkaitole on a journey to fulfil his bucket list: see the ocean, fly in an aeroplane, get his first kiss, beat the world’s fastest man.
His journey is a beautiful and heartbreaking call to action. Four is too young for bucket lists.
The campaign inspires people to use the hashtag #5YearsToLive.
DDB NY and Water Is Life previously teamed up to create a brilliant commercial in which third world children read out loud tweets under the #FirstWorldProblems tagline.
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