# WaterAid campaign focuses on progress not problems

- Link: https://fundraising.co.uk/2016/10/31/wateraid-campaign-focuses-progress-not-problems/
- Published: 2016-10-31T08:37:29+00:00
- Author: Melanie May

**[WaterAid](http://www.wateraid.org/uk) 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 30^(th) October and will run until 31^(st) 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](http://atomic-london.co.uk/) and shot by [RSA](http://www.rsafilms.com/)(
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.

## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

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](https://fundraising.co.uk/2018/09/10/wateraid-untapped-appeal-wins-2018-campaigns-good-awards/)(
   10 September 2018)**
 * **[WaterAid chatbot links supporters benefitting communities](https://fundraising.co.uk/2018/02/09/wateraid-chatbot-links-supporters-benefitting-communities/)(
   9 February 2018)**

![Loading](https://fundraising.co.uk/wp-content/plugins/page-views-count/ajax-loader-
2x.gif)