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WaterAid 'Diarrhoea' advert

Agency: Kitcatt Nohr

Client: WaterAid

WaterAid, the international non-governmental organisation whose mission is to transform lives by improving access to safe water, hygiene and sanitation in 26 of the world's poorest communities, is launching a major integrated supporter recruitment campaign.

The campaign, which focuses on the issue of poor sanitation in the developing world, has been created by integrated agency Kitcatt Nohr Alexander Shaw, and rolls out through August and September. Kitcatt Nohr was tasked with creating a supporter recruitment campaign, with an inspiring, big creative idea.

The campaign targets 35-50 year old professionals, a younger target audience than usual for WaterAid, asking them to sign up to a regular gift, and to sign a petition which calls on the UK Government to help end the lack of toilets in the world’s poorest countries. Kitcatt Nohr’s overall creative idea for WaterAid’s integrated campaign is “Dig toilets, not graves”.

The campaign aims to show how providing proper sanitation in the form of simple pit toilets can help stop the spread of diarrhoea, which kills 4,000 children every day in developing countries. A TV ad, directed by award-winning director Susannah Hayes, features the popular playground song 'Diarrhoea Diarrhoea'.

The first half of the ad, shot at a primary school in Hackney, shows British children smiling and giggling as they sing the song: “When it comes out your bum like a bullet from a gun, diarrhoea, diarrhoea. When you do a little dance and it’s gooey in your pants, diarrhoea, diarrhoea. When you’re on the seat for hours and it doesn’t smell like flowers, diarrhoea, diarrhoea.”

It then cuts to a child in Zambia, who speaks the following lines in a more sombre fashion, in contrast to the light-hearted singing at the beginning of the ad: “When it’s just killed your sister and you’re really going to miss her, diarrhoea, diarrhoea.

The ad asks viewers to text “dig” to 88008, call 0800 088 7088 or visit to find out how they can help. The TV ad will appear on channels including Sky One, Living, Discovery, Bravo, More 4 and Sky Sports.

Other campaign activity includes inserts, email, a viral ad, a microsite and online display ads. Kitcatt Nohr has also helped create a PR stunt as part of the campaign, which will take place on September 8 in London’s Trafalgar Square. The campaign forms part of an ambitious five year global strategy launched by WaterAid at the end of last year.

Commenting on the campaign, Amy Faulkner, Supporter Recruitment Team Manager at WaterAid said; “We’re extremely pleased with the highly original and impactful campaign which has been created in response to our brief.

"We are confident that the campaign will help us to achieve our fundraising targets for this year as well as getting the critical issues of sanitation and diarrhoea talked about more widely.”

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