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Client: WaterAid
Project: Acquisition
Media: Inserts and door drops
Scope: Strategy, copywriting, art direction, creative direction

This suite of WaterAid inserts has become the envy of the charity sector – I've even heard one different client say they wanted to avoid being in the same publications. The previous banker creative was beginning to tire, and with several other agencies failing to beat it, we took up the challenge.


Our strategy was to split the potential audience in two – one cohort being more traditionally minded towards individual case studies, the other being motivated by the bigger picture and a desire to bring clean water to everyone, everywhere. This approach paid dividends quickly – 'truth' beating the previous banker by 38%. But the fantastic results didn't end there – 'meet Eric', below, beat the banker by 40%. Below that, 'gulp' proved even more effective, nudging its way to the top a staggering 41% above the banker. At the time of writing, 'baby snatcher' has just arrived in the world – and hopes are set high for its prospects.

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