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WaterAid
Juxtaposing the Mission to Mars with WaterAid’s mission on earth
Despite being the fourth biggest island in the world, almost half of Madagascans have no clean water, and around nine in ten still have nowhere decent to go to the toilet.
Our objective was to help WaterAid tell the story of the yet-to-be-realised potential of the Madagascan community and the barriers blocking it, in a way that would resonate with the nation and drive increased consideration (no easy task with the COVD-19 pandemic causing the public to look increasingly inward).
AWARDS FOR WATERAID MARS
Third Sector Awards: Marketing Campaign of The Year
Third Sector Awards: Best Charity Film
DMA Awards: Silver for Best Performance Marketing campaign
DMA Awards: Bronze for Best Thoughtful Marketing Campaign
DMA Awards: Shortlisted for Charity campaign category
The Drum Social Purpose: Shortlisted for NFP Campaign of the year
The Drum DADI Awards: Shortlisted for Charity campaign category
Against the key campaign objective of driving increased consideration, we saw a +5% uplift in consideration, an 11% increase in quality and a +10% uplift in value immediately after of the campaign, as well as a positive movement in other key metrics.
The campaign also delivered a huge 18% increase in cash and regular donations and live and response rates were significantly higher than the previous 6-month average.
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18%
Increase in donations
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+5%
Uplift in consideration
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+10%
Uplift in value
At WaterAid, we are always looking for new ways to share stories which communicate a very real need for action. We have embarked on a journey to adapt our advertising, and this campaign is a real step towards that. Working with The Kite Factory and Don’t Panic, we created a campaign we’re really proud of, that got people to take notice and take action.