Matt Damon, the co founder of water.org (2009), is working to improve access to clean water to communities around the world. In the ABC news article released today (November 27), Damon and his partner Gary White discuss the problem at hand, their goals with water.org, and what they are doing to improve access to clean water and the quality of water around the world. The article echoes what is said in the video below, so I have focused on evaluating the broadcast news, as well as the benefits of coupling a celebrity with a worldwide environmental and economic issue.
When watching the news, accompanying a celebrity with a huge environmental issue can be successful because it catches the attention of someone who would otherwise be uninterested. The ABC news coverage starts off by saying "One of Hollywood's biggest stars is on a campaign..." without mentioning his name. This draws someone in because they may not be as interested in the clean water campaign, but they certainly want to know who the celebrity is that is making a difference.
This common face of Matt Damon coupled with pressing issues of clean water access in areas of Africa and Asia is a powerful way of getting the message out there to communities. ABC is successful in interviewing Matt Damon in a conversational manner, asking him questions about what inspired his journey and the founding of water.org, and how simple efforts and donations make a big difference.
Although clean water access is a major issue worldwide, it isn't something that is "sexy news," per say. However, ABC makes this news coverage sexy by presenting the issue of clean water access through the eyes of a celebrity, or well known public figure.
The video starts off by giving some basic statistics and background. Facts are given such as "The earth is 70% water but only 3% of it is drinkable," and "1 in 8 people lack access to safe, clean drinking water." Also, ABC uses a map, providing essential context, to highlight the areas where people are struggling most to get clean water, and even mentions that this problem is evident in the United States. There is a smooth transition into the interview portion with Matt Damon and his partner Gary White, and ABC says that it is these alarming statistics (previously mentioned) that sparked Damon's interest in working together with White to create water.org. This transition has an unspoken message that these statistics alarmed a celebrity and caused him to make changes, so it should also alarm you and encourage you to do the same.

Damon talks about his personal experiences in these struggling countries, especially with a 14 year old girl who would be "stuck in a death spiral of poverty," if she had to work all day to get clean water. He spoke about her being able to get an education, without having to search for clean water all day, which sets her up for a bright future. ABC uses this to create an emotional feeling and cause the audience to develop remorse for a young child who, unlike most of us here in the United States, doesn't have the privilege of getting an education and creating a future for herself through going to school. ABC's strategic questioning of Damon's experiences make the clean water issue something beyond just getting clean drinking water. The ability to get clean water becomes something that affects education and the economy as well, like a domino effect. White, Damon's partner, describes the inability to get clean water as a "sinkhole."
Within the ABC coverage, there is video of families, including children, carrying jugs of water and walking across large fields back to their homes. This provides us with a vision of the labor and extremes that people have to go to to get something we can find within a 5 foot radius.
Damon says that since they founded water.org, one of the big problems is that people can't relate to this problem because it has never been an issue for the majority of us. He says "It is really hard for people like us to relate to. Clean water is only as far as the nearest tap. The reality is that the water in our toilets is cleaner than the water that most people are drinking."
White discusses his design of WaterCredit, or a system that allows people to invest in clean water access, and then pay off the loans. ABC shines light on this system as an "outlet to global economic success," because giving people the connection to clean water allows women and children to go to school or get a paying job, and gives them "dignity and ownership of their own lives." ABC's emphasis on Damon's efforts as something more than just providing clean water makes it apparent that treating the symptom of one problem can cause a domino effect of positive effects. When people can see that their directly affecting the lives of people (education, jobs etc), and see essentially where their money is going, there is a greater chance that they will be willing to help.
A really funny bit from Stephen Colbert about Matt Damon's request for him to tweet about water.org (first part of the video below).





