Watermarks help protect images from misuse but Getty is aiming to use the watermark for something bigger.
On World Water Day, on Thursday, March 22, Getty launched Watermarks for Water, an image licensing platform that donates 10 percent of all proceeds to help communities in third-world countries obtain clean drinking water.
With the initiative, Getty said it is removing the watermark on the images while removing impurities from the water.
The website also allows users to support the cause by sharing images on social media.
When shared, the image includes both the watermark and a fact on clean drinking water to help raise awareness for the cause.
Along with selling the images inside the collection, a gallery showing of 25 of those images launched in New York City.
Watermarks for Water works toward one of the goals of the United Nations Global Goals campaign.
Getty was one of the founding partners for that initiative when the campaign launched in 2015.
“One of the things that struck us the most when working with Getty Images on this campaign is that more people die from drinking impure water than from war,” Liz Taylor, chief creative officer of FCB Chicago, said in a statement.
“That insight led us to take one of Getty Images’ most recognizable assets, the watermark, and flip the idea on its head — what if, by removing watermarks, we could start a global movement to bring clean water to those around the world who lack it.” The Watermarks for Water images are available for sharing and licensing at watermarksforwater.com.