The aim of this campaign was two-fold: firstly to raise awareness amongst the general public about the plight of people in developing nations who drink contaminated water everyday, and secondly to drive people to the WaterAid website where they can donate to the cause. Black Water Springs (water containing the same bacteria as found in third world countries) was marketed to the general public to see their response. First, a free tasting stand was set up outside a busy supermarket and the event was filmed. It became the basis for the television and viral component of the advertisement. Bottles of Black Water Springs were placed in drink cabinets in shops and a series of point of sale posters were made. The communication lead people to the WaterAid website that educated them about the problem and allowed them to donate. The campaign generated increased traffic to the WaterAid website, which in turn lead to increased donations.
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