World Water Day took place on 22nd March. Humanitarian organisations used the opportunity to raise awareness on the global issue of the lack of access to clean water. UNICEF France took action again this year, with their inaugural launch of 'Water Challenges'. As part of this initiative, everyone can get involved via the exclusively digital campaign 'H2O Filter'.

The idea? Collecting water in users' Twitter accounts and giving it to those who need it most.

The socially-responsible campaign '#H2Ofilter' is promoted by Laury Thilleman, the 'Water Challenges' sponsor. Several celebrities have also signed up to the cause and are committed to communicating its message.

Instead of simply using Twitter as a communication channel, the campaign has placed the site at the very heart of its strategy. The experience is fun and unique: internet users can filter their Twitter account to extract Hs, 2s and Os in order to create virtual water molecules. Once transformed into a donation, this water will become very real and will help fund programmes that will improve access to clean water.

To round off the strategy, the campaign has taken to the streets: JCDecaux advertised the campaign on its 52 digital screens along the La Défense esplanade on Monday 21st and Tuesday 22nd March.