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WAT-AAH’s Taking Back The Streets drafts Joey Bada$$ for surprise SoHo concert at the #WATAAHWALL mural

WAT-AAH!, bottled water for kids and teens, celebrated Spring Break 2014 and the first installment in the #WATAAHWALL series in honor of Drink Up, the Partnership for a Healthier America’s initiative that encourages everyone to drink more water more often. By collaborating with Hip Hop artist, Joey Bada$$, for a pop-up performance in Downtown New York City, WAT-AAH! encouraged healthy hydration and engaged kids and teens during one of the school year’s largest annual break. The concert, which brought out over 250 people of all ages, took over the streets in front of the #WATAAHWALL, a 2,500 sq. ft graffiti-style mural located at the intersection of Prince and Lafayette Street. A similar image served as the backdrop for pictures at the meet and greet the Brooklyn artist held at the Hotel On Rivington before the concert.

The #WATAAHWALL featured artwork by world-renowned artist, Kenny Scharf as part of a national mural series, that will travel the nation throughout 2014. The wall is located in the heart of SoHo at Prince and Lafayette Street. Staying true to WAT-AAH!’s mission to make drinking water cool to kids and teens, WAT-AAH!’s Taking Back the Streets is a collaboration between the brand and prominent artists for the first time. The initiative brings street art and music to the forefront of the children’s health movement.

WAT-AAH!’s “Taking Back the Streets” was launched on February 20 at NYC’s New Museum, drawing a special visit from PHA’s honorary chair First Lady Michelle Obama. The exhibit featured original pieces of artwork inspired by Drink Up’s water drop logo and specially designed WAT-AAH! bottles from artists such as Shepard Fairey, Kenny Scharf, Swoon, Maya Hayuk, Trey Speegle, Metro Zu, Lichiban, Tony Concep and more.

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The #WATAAHWALL series is a continuation of WAT-AAH!’s Taking Back the Streets initiative which brings the campaign artwork to the streets. Furthering WAT-AAH!’s commitment to Drink Up, these walls seek to create more exposure and awareness for Drink Up using visual arts in an innovative way to remind kids and teens that choosing to drink water is one of the easiest decisions we can make each and every day.

“This is two points for me. Number 1, I love doing free shows and number 2, I love doing shows in NYC, so it was like a no brainer for me”, says Joey before his performance. “After I got involved and started asking some questions to find out what the cause was, I was like, ‘Yeah, this is me all day.'”

When asked why it was importan for him to be involved in a program aimed at America’s youth, the Bada$$ says, “I’m all for guiding the youth in the right direction. What I want everybody to understand, especially the children, is that they can unleash their potential if they just give it their all and focus within.”

-Sha Be Allah(@KingPenStatus)