WaterAid today launches The Big Dig Appeal with the support of First Radio and Real Radio stations as well as Bauer’s Kerrang! Radio, talkSPORT and Jazz FM. DJs will be encouraging their listeners to donate by sponsoring them to take part in challenges, including recording a special version of ‘Fever’ and presenting an all-day show without drinking anything.
The campaign will be heard by more than 11 million people as a result.
The Big Dig Appeal aims to to bring clean, safe water and adequate sanitation to more than 134,000 people in rural Malawi. All money donated by the public will be matched pound for pound by the UK Government from the aid budget. Overall, WaterAid hopes to raise £1.2 million.
Radio listeners will hear interviews with people living in the communities that will benefit from The Big Dig Appeal, getting an insight into the impact a lack of clean water and adequate toilets has on everyday life. AJ Leon of Misfit Inc has been involved in creating this content with WaterAid. Radio advertising specialist RadioWorks and media agency MC&C were instrumental in setting up the appeal, and The Good Agency produced all of the creative to for the project, including the blog.
WaterAid is also inviting the public to follow the journey of two of communities, Bokola and Kaniche, as they gain access to these vital services. The Big Dig Blog will give supporters the chance to meet community members and see how WaterAid is transforming lives, culminating in the live drilling of a borehole in September.
Mike Colling, MD of MC&C said: “The appeal marks the culmination of six months of hard work, transforming the concept of a joint radio industry campaign to reality. A significant proportion of the UK commercial radio industry has come together to support WaterAid’s Big Dig Appeal and reach as many people as possible with clean water and safe toilets.”
The campaign is being promoted with an infographic which supporters can embed on their website:
and a totaliser which the charity hopes will be shared in a similar way:
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