Fresh DRTV push to pour focus on good hygiene across the globe
The critical need to get reliable supplies of clean water, good sanitation and hygiene to the world’s poorest communities is the focus of WaterAid’s new DRTV campaign.
The charity appointed integrated agency WPNC to develop a creative strategy for the initiative, with the first ad hitting TV screens this month.
The theme of the first ad draws on the important practice of hand washing and good hygiene, which has come to the fore during the COVID-19 pandemic. It highlights the fact one in ten people around the world have no clean water while one in four lack decent sanitation at any time, not just during the current crisis. This is a constant problem faced by many communities that are also susceptible to other diseases, such as Ebola.
Maria Phillips, Director of TV and Film, WPNC, added: “This is a great opportunity to connect WaterAid with previously untapped audiences, highlighting its sanitation work along with its push to make clean water available. We’re delighted we’ve captured this, with Nadia leading the ad to tell the story in compelling fashion, and we’re excited to work on future executions.”