Just Water is a water company focused on sustainability and protecting the environment from disposable plastic.

Mission statement:

“JUST was inspired by a young man's quest to do better. While learning to surf, a ten-year-old Jaden Smith saw a plastic bottle floating next to him in the water. Unable to shake the image of plastic polluting the Pacific, he decided to do something. What began as an introduction to the impact humans have on the environment became a Smith family obsession to do good.”

They sell various waters in paper-based packaging and aluminum packaging and are a B-Corp, meaning they are legally bound to report on the impact of their business on their workers, customers, suppliers, community, and the environment.

Despite their stated values and mission statement, they are not supporting their publically stated goals of positively impacting the environment and the world.

Their blog and website lack educational resources, and they have shifted their focus to mocktail trends and recipes.

Water scarcity is a major global crisis impacting half of the world’s population, and Just Water has the opportunity to make a difference.

They already ensure they source their water from areas with water surpluses and founded their company on the principle of helping to fight water pollution, a major contributor to water scarcity.

Just Water will launch a multi-platform campaign and begin outreach in water-scarce communities to educate, advocate, and help these communities in need in sustainable ways.

Through a landing page that will be linked to all of the campaign’s executions, they will educate the public on their efforts and provide resources on how people can get involved.

They will also launch a packaging redesign with a back panel to educate consumers further.

They will reach the public via Subway takeovers, Highway billboards, NYT banner Ads, Instagram, and the previously mentioned landing page.