# WaterAid airs new donor acquisition TV ad

- Link: https://fundraising.co.uk/2011/10/10/wateraid-airs-new-donor-acquisition-tv-ad/
- Published: 2011-10-10T17:52:05+01:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/news/wateraid_drtv_201101.jpg)

![](https://www.fundraising.co.uk/files/images/news/wateraid_drtv_201101_0.jpg)

WaterAid this week airs a new direct response TV advert designed to boost the organisation’s
profile and recruit new donors to fund its work.

The advert, created by fundraising and campaigning communications specialists The
Good Agency, tells the story of Jean, a young Rwandan boy who has no choice but 
to drink dirty water, and highlights the work being done by WaterAid around the 
world to help put a stop to this.

The Good Agency worked with production partner Eye to Eye to create the advert.

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The Good Agency has been working with WaterAid to boost the creative elements of
their acquisition activities, focusing on integrating across multiple channels including
press and online.

### View the advert

Matthew Sherrington, Managing Director of The Good Agency, said: “Working with WaterAid
on this brief has allowed us to deliver a truly integrated campaign that drives 
brand awareness as well as response. We understand the challenge of direct response
TV, know what motivates people to give, and how to connect them to the cause.”

www.thegoodagency.co.uk

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