WaterAid taps DRTV as fight for clean water continues

WaterAid has launched a major multi-channel campaign, aiming to drive regular giving, raise awareness of its work, and create meaningful brand presence in a crowded market.

The campaign comprises of a series of DRTV ads, devised by Happy Hour, and airing from this week, alongside a suite of edits across digital platforms.

WaterAid works alongside communities around the world to build sustainable water systems, reaching almost 29 million people with clean water.

However, nearly one in ten people around the world still don’t have clean water close to home. Without clean water, many families have no choice but to collect water from open sources contaminated with deadly diseases, putting their health at risk.

Set in Amboasary Sud, a small community in southern Madagascar, an area hit hard by drought and without clean water, the series of TV ads tell the stories of Gazetee, a dedicated headteacher, and Nesteline, 13, one of her young pupils.

Together, their stories reflect both the determination of a community working for change and the urgent need for clean water to make that change possible.

Gazetee has turned her home into a school – a new pillar of the community, playing a crucial role in shaping children’s future through education. Yet without clean water, many children risk falling ill and missing out on the education that could transform their lives.

One of those children is Nesteline, who dreams of becoming a doctor but, like her classmates, she must collect water from a nearby river filled with animal waste and mosquito eggs.

WaterAid mass engagement director Nick Miller said: “This impactful campaign demonstrates not just the critical need for clean water in southern Madagascar, but the transformative potential that clean water unlocks in communities, particularly for children.

“Progress is possible and it’s urgent also. Almost one in ten people do not have clean water close to home, and less than one in five do not have a decent toilet of their own. With the help of our incredible supporters, WaterAid works with communities around the world to provide reliable clean water, which, as the campaign shows, is the foundation of good health.”

Happy Hour head of creative Matt Cooper added: “Our first challenge was finding the right story. We knew we would be working in that area but wanted the community to guide us in deciding who should lead the ad.

“On our first visit earlier in the year with WaterAid, we spent time with children, families, officials, community leaders and midwives, listening to their stories to gain a deeper understanding of their lives and their situation. It was a privilege to be welcomed so openly, and we remain deeply grateful to the community for their generosity and trust.”