Brief

Your job is to create a campaign to raise funds to relieve 1% of the world’s clean water access deficit.  To be specific: raise $110 million dollars.  Ultimately, charity:water seeks to service “the bottom billion”, the one-in-six people globally whose lives are limited in almost every way due to lack of clean water.  Think about your targeting; do you want 110 million people to donate $1 each, or 110 people to give $1,000,000 each?

Feel free to treat your work as if the goal is to change the world.  It is.

Increase direct donations via any content platforms that can push consumer awareness and action.  Client media budget is extremely low, but they will find donor support and grow if the ends justify the means.  Your campaign should seek to use any “content” forms that can be distributed in digital, POS, guerilla, or traditional ways.  But note that the low media weight for this brand means that a traditional approach to traditional advertising will not be affordable.

Leverage the brand's charismatic story to make the message contagious.  In the past, charity:water managed to obtain a quarter-million dollar advertisement campaign on New York City Transit for a mere $7,000.  And past cross-branding partnerships have included:
• New York City Parks – awareness exhibits
• Saks 5th Avenue – window advertisements and product sales
• Theory – in store advertising and product sales

Target Audience:
Today’s “everyday philanthropists”

Brand Personality:
Supportive.  Philanthropist.  World-connected.  A little hip.  Feel-good.