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ADVERTISING CAMPAIGNS

WaterAid 'Poo' viral

Agency: Kitcatt Nohr

Client: WaterAid

International charity WaterAid is launching a viral film featuring a remote-controlled poo, to raise awareness of the issue of poor sanitation in the developing world and generate donations.

WaterAid’s mission is to transform lives by improving access to safe water, hygiene and sanitation in the world's poorest communities.

The film, which is part of a major integrated campaign, was created by integrated agency Kitcatt Nohr Alexander Shaw, and rolls out this month. 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, which targets 35-50 year old professionals, 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.

The humorous viral ad, which was directed by Jane McGee, follows the journey of a remote-controlled poo-on-wheels as it travels around London. The film shows the surprised and confused reactions of real people, in locations like Tate Modern and Leicester Square, as they try to escape from the poo.

It features a music track (complete with poo sound effects) written and produced exclusively for the film by Ewan Jansen at Sonic Workshop in Australia. The viral aims to bring to life the fact that billions of people in the world’s poorest countries suffer from a lack of adequate sanitation.

The film ends with the lines: Imagine you could never escape it. 2.6 billion people can’t. Dig toilets, not graves. Digtoilets.org/poo The viral will be hosted on YouTube and will be distributed via social media sites including Twitter and Facebook.

Last month, WaterAid and Kitcatt Nohr launched a TV ad, directed by award-winning director Susannah Hayes, featuring the popular playground song 'Diarrhoea Diarrhoea'.

Other campaign activity includes inserts, email, a microsite digtoilets.org, a PR stunt in London’s Trafalgar Square and online display ads. 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; “This is a funny and light-hearted film, but the message behind it is a serious one. 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. We hope that people will visit www.digtoilets.org/poo to find out more.”

AJR
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