WAT-AAH! Teams With Partnership For A Healthier America For Online Art Auction
The water brand tries to position H2O as a cooler alternative to sugary drinks.
Extending its Taking Back the Streets campaign which launched last year, water brand WAT-AAH! has created an online auction in conjunction with The Partnership for a Healthier America, chaired by First Lady Michelle Obama.
The art-themed auction, the culmination of the year-long campaign which involved a traveling art show, a series of limited edition water bottles and a #WATAAHWALLS effort aimed at beautifying neighborhoods with art that encouraged healthy hydration, continues the Partnership’s effort to fight childhood obesity and promote healthy habits
The auction site, hosted by Paddle 8, is filled with images created by artists Kenny Scharf, Icy & Sot, Pose, Cope2, and Hebru Brantley (among others) which seek to change the image of water as a boring alternative to sugary drinks. The art is available for purchase to the highest bidder. Bidding runs from February 24 through March 10.
Of the campaign effort, WAA-TAH! Founder Rose Cameron said:[blockquote]”I founded WAT-AAH! based on the conviction that I knew the key to persuading kids to adopt a healthier lifestyle is to not lecture them on what was ‘good for them,’ but instead to make the healthier alternative more exciting, more appealing and more culturally relevant. Taking Back the Streets [uses] the power of street art to convey a positive message reminding kids and teens that choosing to drink water is one of the best, easiest and coolest decisions they can make each and every day.”[/blockquote]
Proceeds from the auction will support Partnership for a Healthier America efforts towards working with the private sector to fight childhood obesity. Last week, the organization held their #PHASUMMIT at which First Lady Michelle Obama spoke.
WAH-TAH!, which also has an ongoing partnership with Ariana Grande, is promoting the auction on its Instagram and Twitter pages:
— WAT-AAH! (@WATAAH) February 27, 2015