For many of us, water isn't something we think about - you just turn on a tap and it's there. That’s why in the fourth year of Stella Artois Partnership with Water.org, and co-founder Matt Damon, we knew we had to do something more to bring the reality of the global water crisis home to people.

No amount of facts or statistics was going to make people truly understand how it feels to not have access to something as fundamental to our survival as water.

With this global initiative, we were able to create a much deeper connection to this cause, gaining over 170 million impressions on launch day in the US alone. This led to by far the most successful fundraising year of the partnership.