charity: water is a fundraising effort that was set up by former NYC clue promoter, Scott Harrison. Through the proceeds from the sale of bottled spring water priced at $20 each, each labeled with a custom logo to mark their purpose, the charity will bring clean, sustainable water sources to people in Africa. For every 100 bottles of water sold, one well will be built. And they will keep building wells as long as the water is being sold and there is money to do so.

It is part of a greater charity: movement, which organizes campaigns to bring attention to issues from sanitation to hunger to AIDS and to raise funds to do something about them by "restoring faith in low-level donations" from compassionate citizens. They prove that "even small gifts can have great impact" by using 100% of the proceeds from each of their projects for their causes.