Best if he explains in his own words in this video:
It is the first in a series of YouTube videos put together by an
unusual alliance of Google, Hollywood, social-media creators and a
non-profit advocacy group, water.org. The campaign, which was launched on Tuesday and will build up to World Water Day on 22 March, hopes its combination of celebrity, social media and humour will appeal to young people and go viral on the internet.
was Matt Damon's idea two years ago: how do we persuade people to give a
shit about toilets?" said Chevenee Reavis, water.org's director of
strategic initiatives, during filming of the sketch at Google's YouTube
complex in Los Angeles.
Shocking statistics – such as a child
dying from a water-related illness every 20 seconds – did not on their
own command attention, said Reavis, and water.org had just a five-figure
budget for its campaign. That would be enough, perhaps, for half a
second of advertising during the Super Bowl, where a 30-second spot
The Kansas-based group, which Damon co-founded, decided
to focus on YouTube, in the wake of the stunningly successful Kony 2012
campaign, a short film about the Ugandan warlord Joseph Kony that was
made by the non-profit Invisible Children. Kony 2012 was viewed more
than 100,000,000 times and stirred a senate resolution. However a
follow-up canvassing campaign flopped.
Damon and his collaborators
hope their "strike with me" campaign will ignite the internet and
pressure Washington to revive the stalled Water for the World Act, which
would increase funding for projects in Africa, Asia and the Caribbean.
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