When WaterAid said they wanted to launch an integrated drive to recruit regular givers and supporters for their campaigns, we knew they were talking crap.
To be more precise, they were talking diarrhoea. It kills more children than AIDS, malaria and measles combined in the world’s poorest countries. And it gave us the perfect way to talk about sanitation as a theme to recruit a new audience, persuading them to do something about it, by responding to a TV ad; or to tell their friends about it, by forwarding their email
Our TV ad uses the ‘diarrhoea song’ to make a direct link to our targets, contrasting humour from schoolchildren in the UK with the tragic story sung by a young Zambian boy.
The viral film literally shows not tells what life is like if you can’t escape from excrement.
It all adds up to a powerful reason to believe – and to support WaterAid as a donor or a campaigner.