The Balance Challenge is an augmented reality (AR) Instagram filter designed to encourage people to swap an alcoholic drink with water and raise money for WaterAid in the process.
The challenge demonstrates the importance of balance, allowing users to balance virtual water vessels on some unusual parts of their bodies by matching a series of on-screen poses.
To date the challenge has seen bartenders and celebrities around the globe take part in the fun campaign, helping remind people over the festive period about the importance of drinking in moderation as part of a balanced lifestyle. All participants are encouraged to donate the cost of an alcoholic drink to international charity, WaterAid.
“The Balance Challenge” follows the launch of Society 2030: the Spirit of Progress, Diageo’s 10-year sustainability action plan. One of the goals is to reach more than one billion people with messages of moderation from its brands by 2030 and the “Balance Challenge” will help deliver against this.