# World Water Month Initiatives Cupanion Donates a Cup of Water for Each Hit on This Ethical Video By Kalin Ned | Published 2018-03-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/water-month References: [cupanion](http://cupanion.com/) & [wateraid.org](https://www.wateraid.org/ca/) March is considered to be World Water Month and [reusable water bottle brand](https://www.trendhunter.com/trends/wave-kids) Cupanion is determined to make a social difference through directed hydration donations. The Guelph-based company worked with Toronto agency 'send+receive' to create an online video with product placement and African-inspired music. The video is an acoustic masterpiece as each sound is created with a Cupanion cup or bottle with varying levels of water. Directed by Scott Pommier of [Untitled Films](https://www.trendhunter.com/trends/asahi) and composed by Mark Rajakovic at [Pirate](https://www.trendhunter.com/trends/greatwhite-cheddar-puffs), the video for World Water Month is not simply a piece of entertainment. As part of the 'Fill it Forward' initiative, Cupanion has promised to donate a cup of water to WaterAid Canada, matching the total hits of its acoustically sound World Water Month video. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 17% | Activity: 66% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, Europe, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Social Responsibility Initiatives:** Companies are partnering with non-profit organizations to funnel social responsibility initiatives. - **Sustainability Marketing:** Brands are advocating for water conservation and encouraging consumers to reduce waste through online campaigns. - **Charitable Donations Programs:** Businesses are implementing philanthropic strategies that promise donations for each like or hit of their online content. ### Industries Being Reshaped - **Reusable Water Bottle Manufacturing:** By creating sustainable products that can encourage consumers to reduce single-use plastics, this industry provides a huge opportunity for disruptive innovation in sustainability marketing. - **Marketing and Advertising Agencies:** These agencies can help create social responsibility campaigns that benefit both brands and non-profit organizations, creating more opportunities for disruptive innovation. - **Non-profit Organizations:** These organizations can explore partnerships with brands in different industries to create initiatives that promote sustainable practices and support their mission. ## Related on Trend Hunter - [Educational Water Campaigns](https://www.trendhunter.com/trends/educational-water-campaign.md) - [Replenishing Mineral Water Campaigns](https://www.trendhunter.com/trends/crazy-dry-january.md) - [Water-Activated Book Designs](https://www.trendhunter.com/trends/dehydrating-book.md) - [Sustainable Traveling Cups](https://www.trendhunter.com/trends/miir.md) - [Sustainable Movie-Inspired Bottles](https://www.trendhunter.com/trends/mananalu-1.md) - [High-Profile Clean Water Initiatives](https://www.trendhunter.com/trends/one-drop-foundation.md) - [Branded Dairy-Free Initiatives](https://www.trendhunter.com/trends/oatbox-resoatlution-challenge.md) - [Splashy Canned Water](https://www.trendhunter.com/trends/drink-weird-canned-water.md) - [Blood Center Campaigns](https://www.trendhunter.com/trends/blood-center-campaign.md)