Last week, in a village called Bokola, a hole was dug in the ground.
Some men stood around in blue overalls and hard hats. White dust and dirt came from the hole. A decent-sized pile of it started to build up.
And still the men stood and watched, along with the villagers in the hot sun.
They adjusted their machines. They kept a watchful eye on the pile of dust. Occasionally they shovelled some out of the way. And they kept drilling.
And then it happened. Instead of dust and dirt, something else started to flow from the hole.
It spurted into the air like oil. A shout went up.
Bowls and buckets appeared. Children started to laugh and run through the spray. A song started. It’s still going on, as far as we know.
Last week, children in the village of Bokola tasted something they’d never, ever tasted before. Clean water. And with it, the hope of a better life to come.
That hole in the ground is why everyone who works at The Good Agency does what they do.
The hole in the ground could have been dug by pressure on government. Persuading a company. A movement of volunteers. This hole happened to have been dug by money – £2m of it, given by supporters of WaterAid’s Big Dig appeal. A fantastic result. Money that will keep drilling wells and building latrines right across the country, until, in a couple of years, over 300,000 people have clean water and sanitation.
At The Good Agency, we never forget that who digs the hole isn’t the point. The hole is. And the best way for us here at Boundary Row to get it dug, is to inspire others – through strategic thinking, creativity, craft, persuasion, inspiration, late nights and early mornings.
The Good Agency. We create communications that dig holes.
He's the creative director. He likes emotional ideas that deliver. And blogging.