WATERAID

 
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Assignment

Raise awareness of millenials on water crisis in the USA to get more donation in the long run.

WATERAID

WaterAid is a global organization with the aim to solve the water crisis by 2030.

CATEGORY

1. There are too many non-profit organizations who want your money.

2. Too broad and distant causes


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the symbol of water crisis

WaterAid currently works on providing clean water to 37 countries around the world. In 36 of those countries, WaterAid has been able to provide over 50% of the population with clean water.

Only 40% of the population in Papua New Guinea has clean water; making unsafe drinking water the leading cause of death in children under 5 years old.

 


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Consumer insight

People don’t relate to a crisis, until it happens in front of their eyes.

 


STRATEGY

Engage people emotionally with focusing on one country’s one problem.

Idea

A real expandable water toy, called Fylo.
 


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MEET FYLO

From Papua New Guinea

He’ll be given out at Starbucks’ and college campuses on the day of his birth: March 22, World Water Day.

The TWIST

Fylo represents the 5 year lifespan of the children living on this island.

He will fall apart on day 5. 


Media execution

Show as Fylo grows for 5 days.
But he dies on day 5.

 

Day 2

Day 3

Day 5: Fylo dissapeared

Follow Fylo on social media


Copywriter: Stephanie Vicari
Art Directors: Myriam Manzanera
Account Planners: Hubert Mou, Mihaly Kertesz