WaterAid campaign focuses on progress not problems
Melanie May | 31 October 2016 | News
WaterAid has launched a new campaign celebrating the positive side of its work, with a film focusing on a 16-year-old student called Claudia, whose quality of life has been improved by gaining access to clean water and good sanitation.
The film launched on 30th October and will run until 31st December. It asks for a £3 one-off donation, and is supported by social and digital activity as well featuring on Spotify.
Created by Atomic London and shot by RSA (Ridley Scott Associates) in Lubunda, a village in northern Zambia, where people relied on dirty, dangerous and distant water sources before WaterAid brought clean drinking water and safe toilets.
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The film begins with a shot of a radio, positioned by a rain-soaked window, playing a UK weather report. It then moves to the village and Claudia’s walk to the community water tap.
It shows Claudia singing Zoe’s Sunshine on a Rainy Day and her village community, now able to do everyday activities like laundry and farming, while also having time to chat and play because they no longer have to walk long distances to fetch clean water. Finally it highlights the fact that 650 million people still lack access to clean water and asks viewers to text a shortcode to give £3.
Guy Bradbury, founding partner and executive creative director at Atomic London, said:
“This was a really thought-provoking challenge for us, in moving away from the traditional format of charity advertising. Through this campaign we hope to make people feel positive, energised and willing to help continue this tremendous charitable effort worldwide. It’s been incredible learning about the progress that has been made and to see first-hand a community that has directly benefitted.”
- WaterAid Untapped appeal wins at 2018 Campaigns for Good Awards (10 September 2018)
- WaterAid chatbot links supporters benefitting communities (9 February 2018)
About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.