WaterAid Untapped appeal wins at 2018 Campaigns for Good Awards
Melanie May | 10 September 2018 | News
WaterAid’s UnTapped appeal has won the best global fundraising and advocacy campaign at the inaugural 2018 Campaigns for Good Awards.
The campaign, launched last November by WaterAid and GOOD Agency, raised £4.2 million, which was then matched by the UK government.
Untapped told the story of a Sierra Leonean community’s journey to clean water, decent toilets and good hygiene. Supporters were able to experience everyday life in Tombohuaun through a Facebook Messenger chatbot, while a designated website provided a 360-degree view of the village. Some residents also made YouTube tutorials to share recipes and dance moves.
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Adverts – on television, taxis, escalator panels and cinema screens – supported the campaign. WaterAid worked with other agencies to bring Untapped to life. WaterAid teamed up with PR agency Tin Man to stage a striking memorial by the River Thames, with 800 multi-coloured buckets providing a stark reminder that 800 children’s lives are lost every day because of dirty water. WaterAid Ambassadors, including Nadiya Hussain and Rachel Stevens urged the public to ‘buy a bucket’ and help save lives.
The charity also worked with KRPT to bring the faces and voices of Tombohuaun to life via 3D tree-projections on London’s Southbank while grime artists and spoken word poets performed freestyles on the spot.”
The appeal also included 3D tree-projections on London’s Southbank while grime artists and spoken word poets performed freestyles.
Overall, the campaign’s activities and digital experience attracted a combined 430 million views.
This was the inaugural outing for the Campaigns for Good Awards, which see three publications: PRWeek, Campaign, and Third Sector join together to recognise creative campaigns for good causes. There were 15 awards, including 13 spilt between Brand Led, Public Sector, Charity or NGO and Multi-Organisation categories, as well as overall Agency of the Year and Campaign of the Year awards. Campaign of the Year was won by Small Talk Saves Lives, by Pegasus for Network Rail, Samaritans, British Transport Police & Rail Delivery Group.
Marcus Missen, WaterAid’s Director of Communications & Fundraising, said:
“Untapped was a real team effort, with staff from across our organisation working together, along with GOOD Agency, to create one of our most ambitious and innovative campaigns yet. Through new technology and the power of storytelling, Untapped has connected communities thousands of miles apart, raising awareness of our work as well as an astonishing sum of money. The campaign’s greatest achievement has been providing clean water and fresh hope to Tombohuaun.”
Edited on 13 September 2018 to include more agency details.
- WaterAid campaign focuses on progress not problems (31 October 2016)
- 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.