Like water to your ears..Introducing the WaterAid H2Orchestra

Brief: WaterAid wanted a big PR moment to create standout and brand awareness in January – a notoriously busy month with many charities competing with each other to secure donations.

Strategy: With everyone talking about detoxing and ‘dry’ January plus it has been the worst month in history for torrential rain and flooding – water was not particularly the media’s favourite topic!

Solution: So we decided to turn this on its head and really celebrate the power and importance of water through a medium that would positively engage the nation – music. We created the WaterAid H2Orchestra and partnered with the best in the business – The Royal Philharmonic Concert Orchestra to perform a one-off concert along the banks of the River Thames in a bid to make the first Monday of 2014 a little more bearable and highlight the importance and power of H2O at the same time.

Swapping their usual instruments for hundreds of glasses of water, the internationally renowned orchestra spent 174 hours composing, preparing and rehearsing perfecting the performance of popular 2013 songs such as Katy Perry’s Roar, Story Of My Life by One Direction, Adele’s Someone Like You, Let Me Go by Gary Barlow and Knew You Were Trouble by Taylor Swift.

Results: Blanket national media coverage. Millions saw the campaign with broadcasts and interviews on TV news across Sky, London Tonight and ITV, LBC, Heart FM as well as online with The Daily Telegraph, Daily Mirror, Daily Star, Evening Standard, MSN and AOL – to name a few.  In fact, at our last count, the campaign has now reached a whopping 10 million people!



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