CHALLENGE
Handwashing is the first line of defence against COVID-19, yet a shocking 3 billion people have nowhere to wash their hands with soap and water at home. This is unacceptable.
Safe water is vital to preventing the spread of Covid.
We teamed up with WaterAid and a global network of artists to call on Governments to take urgent action to make universal access to water and facilities for handwashing accessible to all.
OUR APPROACH
We are a big believer in the power of art to drive empathy, understanding and most importantly – action. We mobilised artists around the world to create beautiful, thought-provoking pieces of work that amplify the voices of those facing the COVID crisis without clean water and build solidarity.
A panel of prestigious judges, including the likes of Grayson Perry, Aïda Muluneh, Jean Jullien and Russell Tovey, then chose a shortlist which went onto a public vote, with the final favourite being placed in front of world leaders to inspire change towards a just world.
WHAT WE DID
DEVELOPED the campaign’s creative concept from scratch, which included brand & identity, narrative and strategy for both online & offline activity.
PRODUCED a powerful creative brief to mobilise artists around the world to create beautiful, thought-provoking pieces that raise awareness of clean water access.
ACTIVATED OVER 300 GLOBAL ART ACTIVISTS to respond to the creative brief
SUPPORTED THE CELEB & INFLUENCER STRATEGY to maximise reach and inspire conversations.
DESIGNED CAMPAIGN CONTENT for WaterAid’s organic and paid activity.
MANAGED THE VOTING PLATFORM to drive people to take action.
IMPACT
The campaign received 30,000 votes from the general public.
Every vote was a statement that the world wants to see leaders double their investment in water and hygiene to tackle COVID-19.
The winning piece of artwork was printed and mailed to world leaders to hold them to their promises to invest in clean water and hygiene.
