“There’s a 1 in 5 chance Nkaitole won’t reach the age of 5,” the video says. “Unsafe drinking water is one of the leading causes of death in children under 5.”
WATERisLIFE distributed the video and a news release to various media outlets. Upworthy picked it up and brought the nonprofit more traffic than it ever would have received on its own, explained Michael Pranikoff, global director of emerging media at PR Newswire, at “Demand Audience Attention NOW: Creating Your Organization’s Visual Moment of Truth,” held in Chicago.
How did WATERisLIFE catch Upworthy’s eye?
It told a compelling story, and promoted it at the right place and the right time, Pranikoff said.