Filed under: health | Tags: advertising campaign, education, health, online, Prevention, social causes, social marketing
Wateraid’s ‘Dig toilets, not graves’ campaign aims to raise awareness that a staggering 2.6 billion people worldwide (more than 1/3 of the world’s population!!) live without toilets, killing 4,000 children each day from diarrhea.
“We wanted a bold campaign to reach new audiences and force people to take notice. This is a massive issue, yet we rarely hear about it. We demonstrated how something that is just an embarrassment in the UK results in easily preventable deaths throughout the world. The ad’s mix of humour and real pathos achieved this cut-through.” Amy Faulkner, supporter recruitment team manager at WaterAid.
WaterAid (with help from their agency Kitcatt Nohr) created a remote controlled poo to chase pedestrians in London to remind them that billions cannot escape their waste. I personally think the ‘poo on wheels’ was a pretty effective and ‘unique’ approach to grab people’s attention.
The campaign is also being supported by a television commercial, “Diarrhea”, which shows British children singing the popular playground song “Diarrhea Diarrhea” at a primary school before cutting to shot of an African child revealing the serious life and death impact of bad sanitation.
The WaterAid team also planted 167 spades in Trafalgar Square to represent the amount of children that die per hour from diarrhea. Online display ads, inserts, email and a microsite, encourage people to sign petitions and donate to the cause.
So far the campaign has won a prestigious Thinkboxes award. Stay tuned for the campaign’s results.
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