WaterAid makes waves with launch of direct response TV advert

Clean water is essential for life, but one in eight of the world’s population does not have access to it. This week sees the launch of a new direct response TV advert by international charity WaterAid, which works to provide safe water, sanitation and hygiene education in some of the world’s poorest communities. The advert, created by fundraising and campaigning communications specialists The Good Agency, tells the story of Jean, a young Rwandan boy who has no choice but to drink dirty water, and highlights the work being done by WaterAid around the world to help put a stop to this.

The Good Agency worked with production partner Eye to Eye to create the advert to boost WaterAid’s brand profile and recruit new donors to fund their invaluable work.

Jennie York, Supporter Recruitment Team Manager at WaterAid says:

“Diseases caused by poor sanitation and dirty water kill 4,000 children, just like Jean, everyday. WaterAid is passionate and committed to putting a stop to this, ensuring that the world’s poorest people have access to safe clean water and giving them a choice. Since winning the pitch, The Good Agency has continued to excite us with their strategic approach and creative, and we’re delighted to be working with an agency which shares our passion for making a difference.”

As well as direct response TV, The Good Agency has been working with WaterAid to invigorate their acquisition creative, focusing on integrating across multiple channels including press and online. 

Matthew Sherrington, Managing Director of The Good Agency, says:

“Working with WaterAid on this brief has allowed us to deliver a truly integrated campaign that drives brand awareness as well as response. We understand the challenge of direct response TV, know what motivates people to give, and how to connect them to the cause.”

Campaigning | Charity