A campaign that was launched in December has started to gain steam, and the aim is to make people “give a f*ck” about Indigenous communities that don’t have clean drinking water. The censored version of the campaign is called “It’s Effing Water,” and it was started by social impact agency Public. The campaign suggests that there are nearly 70 Indigenous communities that are still without clean drinking water, and a petition to try and elevate the issue at a national level has gained almost 50,000 signatures.