October 17, 2018

PR Week Award win with WaterAid Buckets of Hope

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Very proud to have won Best PR Event at the 2018 PR Week awards for our Buckets of Hope campaign with WaterAid.

The campaign supported WaterAid’s most ambitious winter appeal to date aiming to raise £4million to provide clean water and sanitation for communities in crisis around the world.  We needed a simple yet visually emotive campaign that would inspire Brits to donate. Our creative activation unveiled a memorial of 800 buckets alongside the River Thames, serving as a stark reminder of the 800 children’s lives needlessly lost each day due to dirty water and poor sanitation.

Each of the 800 buckets were available to buy for £12 (match-funded by the UK government) and represented the same amount needed to provide clean water for one child. By ‘purchasing’ the buckets, members of the public were eliminating child deaths in a very clear and literal way.

Our video team captured an emotive, time lapsed footage of the buckets disappearing as they were purchased throughout the day.

To further amplify the activity and drive awareness online, we encouraged Pop singer Rachel Stevens, Downton Abbey actor Hugh Bonneville and The Great British Bake Off Winner Nadiya Hussain to promote the stunt via their social channels, encouraging donations.

And the results?

Within three days, we had secured over 50 pieces of coverage, including eight nationals. One in five people had seen the coverage and over 50% of people who saw it were then more inclined to support WaterAid.