Wat-aah! launches ‘Taking Back the Streets’ art campaign
Program leverages street art to share healthy hydration message
Wat-aah!, a New York-based bottled water brand for kids, and its Founder and Chief Executive Officer Rose Cameron announce “Taking Back the Streets,” a national art campaign developed to further support the goal of Drink Up, an initiative of the Partnership for a Healthier America (PHA) and its honorary chair first lady Michelle Obama that encourages Americans to drink more water more often.
“Taking Back the Streets” intends to reclaim the space where kids live by replacing other media on the streets with messages about healthy hydration, the brand says. The most powerful messages that connect to kids and teens are not only found in magazines or on TV but also in the streets, it adds. For this reason, Wat-aah! is harnessing the power of street art to reach its target demographic. As part of this program, leading street artists will work to change the way kids think about water and hydration.