Matt Damon's mock press conference is a starting point. The aim is to get people to convene in an online strike. Water.org's campaign combines online video, social media awareness messaging, and a microsite where strike supporter multimedia (video and instragram) lives. The goal is to sustain an awareness around the issue of clean water and sanitation. The social conscience around an issue ebbs and flows; but the design of this campaign is use the tools of the internet and leverage the voice surrounding Damon's "Strike with Me" through Water Day (March 22, 2013). The video has reached over 600,000 views since being released a week ago.