To build awareness of WaterAid and increase brand engagement and donation online.

People are more likely to emotionally engage when presented with a real life case than a pure call to action.

The genuine emotional motivation was empathy.

We designed and built a first person creative campaign telling the real stories behind the issues of poor sanitation and access to drinking water for thousands of children around the world.

Display advertising, e-mailer, landing pages & video content.

Exceeded click through rate targets, reaching 0.23% on the 120x600 size format and a campaign average of 0.12% (the campaign target was 0.07%).