# WaterAid Untapped appeal wins at 2018 Campaigns for Good Awards

- Link: https://fundraising.co.uk/2018/09/10/wateraid-untapped-appeal-wins-2018-campaigns-good-awards/
- Published: 2018-09-10T08:58:57+01:00
- Author: Melanie May

**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](https://www.wateraid.org/uk/)
and [GOOD Agency](https://www.goodagency.co.uk/), raised £4.2 million, which was
then matched by the UK government.

[Untapped](https://www.wateraid.org/uk/untapped-update) 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](http://www.campaignsforgoodawards.com/),
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](https://www.samaritans.org/media-centre/our-campaigns/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](https://fundraising.co.uk/2016/10/31/wateraid-campaign-focuses-progress-not-problems/)(
   31 October 2016)**
 * **[WaterAid chatbot links supporters benefitting communities](https://fundraising.co.uk/2018/02/09/wateraid-chatbot-links-supporters-benefitting-communities/)(
   9 February 2018)**