Untapped

Background

In a context of diminishing trust in the charity sector and falling returns to traditional fundraising appeals, WaterAid aimed to raise more than ever before in a UK Government match-funded appeal and at least a minimum of £3.9m, which would be doubled to £7.8m. To do so they needed to extend audience reach beyond classic charity givers and make a limited media spend work harder than ever before. Untapped was the result.

Idea

A campaign was created that would change the rules of charity storytelling. From asking to offering. From telling to sharing. And from ‘them’ to ‘us’. Untapped aimed to bring the water crisis home, helping people feel part of the community of Tombohuaun and share in its hardships and happiness. The people there were put in charge of their story. They invited the people of the UK to be part of it. Because without water, Tombohuaun, its people, its possibilities all remain Untapped.

WaterAid’s strategy relies on mass reach – going beyond the core charity audience of “global citizens” (45-54 ABC1 demographic) into a digitally native, millennial demographic.

The story was told using a bespoke website and social tools including Instagram and Facebook. Shareable content was also created that engaged and drew the audience into the story.

More traditional direct mail, TV and cinema advertising were also used to reach mass audiences.

Results

Over the whole campaign, content was viewed 500,000,000 times. The appeal reached 60,000 people, 20,000 of whom were new donors, and raised £4.1 million – which was doubled to £8.2 million by the UK Government.

And Tombohaun got clean water.