The Lab; Portnoy Media Group Blog

4Liters in the Classroom


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Here’s the second video product we’ve launched for DIGDEEP

This Spring, educators in Southern California challenged their students to try 4Liters and used the flexible, multi-disciplinary curriculum to bring that experience into their classrooms.

I sat down with Maggie Lauder and Joe Kim to get their take on the program and why it’s important for students, teachers and communities.

This project has multiple angles of entry for DIGDEEP’s multiple audiences and it’s important that they back that up with video for easy accessibility.

Portnoy Media Group uses the influence of social networks to expand your organization's voice and tell your story. We connect people with your mission and enable your brand to be shared, discovered, and connected. Work with us as we empower your organization to dramatically extend your online presence and increase donations.

In an effort to raise awareness and funds for clean water access and conservation, is launching its first annual anti-water poverty campaign asking people to live on just four liters of water a day for up to five days.

LOS ANGELES, Calif., September 17, 2013– A staggering 783 million people worldwide do not have access to enough clean water to live a full and healthy life. Human beings need at least 4 liters (the equivalent of 2 large soda bottles) of water a day to survive and require closer to 50 liters a day to stay healthy in the long term. While nearly a billion people survive on just 4 liters of water a day or less, the average American uses up to 550 liters of water every day, the highest water consumption rate in the world.

“Access to clean water is a basic human right,” states George McGraw, Executive Director, DIGDEEP Water. “Here in the U.S. we consume so much water with such easy access, that we often forget water’s importance to human lives and livelihoods. Even in the U.S. nearly 13% of Native Americans lack clean water or working toilets. Water poverty is more prevalent in under-developed countries; 4,500 children die every day from water borne diseases, and nearly 80% of disease worldwide stems from dirty water. But this is a crisis that affects everyone, and it’s time we find the perspective we need to take action.”

The 4Liter Challenge (4Liters) is a way for anyone to experience the daily struggle of living on a limited amount of water. The challenge exposes Americans to the true value of clean water and provides them with a deeper connection to water access projects combating poverty worldwide. People are encouraged to sign up at, an interactive web tool that will help them fundraise, live-blog and share their experiences across social networks. also offers a free multi-disciplinary curriculum for middle and high school educators bringing themes of water poverty and human rights into the classroom.

One hundred percent of funds raised will be sent to DIGDEEP water access projects in South Sudan, Cameroon, and New Mexico. These sustainable projects are built in partnership with local communities in tremendous need. DIGDEEP’s human rights-based model varies from the work of other water charities by using sustainable technology for its water projects and customized, community-led solutions to achieve basic human rights such as health and safety, gender equity, economic empowerment, and prosperity.

Participants and schools are welcome to learn more about water poverty and take The 4Liter Challenge by signing up at The site also features an informational video featuring David Henrie (Wizards of Waverly Place), Jennifer Cadena (The Roommate) and narrated by Drake Bell (Drake & Josh). All participants will live off of 4 liters of water per day for 2-5 days the week of October 14th (October 14 – October 21, 2013). 4Liters aims to transform public perception of water, water consumption and its value and impact on human life. For more information on DIGDEEP please visit




About DIGDEEP Water

Launched in 2011 by international human rights lawyer George McGraw, DIGDEEP is a human rights organization defending and sustaining access to clean water for everyone worldwide. Changing the way people think about water, DIGDEEP focuses on education and advocacy programs exposing people to the issues and solutions of water poverty, consumption and conservation. Through its sustainable and customizable water access projects DIGDEEP has successfully transformed the lives of thousands of people in South Sudan, Cameroon and the Navajo Nation in New Mexico. DIGDEEP is committed to ending the injustice of water poverty and 100% of all donations support their water projects in the field. To learn more visit   

Behind the Scenes with 4Liters


4 Liters is the next campaign from DIGDEEP, a human rights organization that defends water access. They work on the 100% donor model and generally make the world a better place. We’re collaborating for 4Liters, a next generation experience on the need for access to clean water. The campaign launches in the month of October. Here’s a few pictures of the campaign video shoot this Saturday, starring David Henrie (Little Boy, Wizards of Waverly Place ) and Jennifer Cadena (The Roommate, Premonition).


Pure Charity Webinar

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Last weeks webinar has posted on the Pure Charity website.

This hour long webinar focuses on 4 goals:

  • How to think like a storyteller.
  • How to use your current tools for implementing a great story.
  • How to respect the channel.
  • How to jumpstart your next campaign.

Check it out today!


CreativeMornings with Seth Godin

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Check out this great talk from Seth Godin from CreativeMornings back in May.


Don’t Do This

You’re better than this. We’re better than this. let’s make the Internet a better place.

DogHouseDiaries created this comic as part of their ongoing series of awesome but I think it’s pretty dead on.



Want To Tell A Good Story?


Join me this Thursday for a webinar hosted by Pure Charity on storytelling for non-profits. We’ll be talking about some key themes that every marketing manager and development director needs to consider for effective marketing strategy.

The webinar happens  this Thursday, Jul 11, 2013 at 10:00 AM – 11:00 AM PDT

Register here or click the picture – See you there!


New Prints from The Non-Profit Narrative


Nashville Calligrapher and tastemaker, Molly Margaret has just released 4 prints about The Non-Profit Narrative. These four prints feature popular highlights from kindle readers around the company. You can see what people are saying about the book here.


Each print is a gallery quality Giclée print on natural white, matte, ultra smooth, 100% cotton rag, acid and lignin free archival paper using Epson K3 archival inks. Custom trimmed with 1″ border for framing. Available in 3 sizes 8×8, 13×13, and 17×17.


Pick one up for the nonprofit founder, marketing manager or development director for that shot in the arm of encouragement – they’re perfect as a gift!


Thai Smoking PSA Smashes Convention

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This PSA is a great example of doing something basic and poignant can be powerful. This kind of PSA goes against convention and costs almost nothing to film. The words that they wanted to communicate came out of the mouths of the people they wanted to talk to. Brilliant

How are you flipping convention on it’s head in your campaigns and engaging people in a way that they’ve never been before?




DIGDEEP Right to Water Project, an LA-based human rights organization, is our latest co-conspirator for all things good. I can’t share a lot of the details just yet but it’s going to be a lot of fun.

I’m super thrilled to join forces with this team of smart, energetic world changers – take a look!

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P.S. They create playlists monthly and call it Thirsty Thursdays – check out the latest mix