Happy Hour's film for WaterAid spotlights the determination of a community in Madagascar and the challenges it faces without clean water.

The international not-for-profit organisation has launched an emotive multi-channel campaign aiming to drive regular giving, raise awareness of its vital work, and create meaningful brand presence in a crowded charity market.
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Bristol-based creative agency and TV specialists Happy Hour produced two films for WaterAid, the first of which is titled 'The Class'.

The campaign is made up of a series of DRTV commercials which will air from 1 October, alongside a suite of edits across digital platforms.
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WaterAid's Mission

Since 1981, WaterAid has been working with communities around the world to build sustainable water systems, reaching over 28.5 million people with clean water. However, millions of people around the world still don’t have clean water close to home. Without clean water, families have no choice but to collect water from open sources contaminated with deadly diseases. Putting their lives at risk.
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The Class

Set in a small community in southern Madagascar, an area hit hard by drought and without clean water, the series of TV commercials tell the stories of Gazetee, a dedicated schoolteacher, and Nesteline, one of her young pupils. Together, their stories reflect both the determination of a community working for change and the urgent need for clean water to make that change possible.

Gazetee has turned her home into a school - a new pillar of the community, playing a crucial role in shaping children’s future through education. Yet without clean water, many children risk falling ill and missing out on the education that could transform their lives. One of those children is Nesteline, who dreams of becoming a doctor but, like her classmates, she must collect water from a nearby river filled with animal waste and mosquito eggs.

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Nick Miller, Mass Engagement Director at WaterAid, said:

“This impactful new campaign demonstrates not just the critical need for clean water in Southern Madagascar, but the transformative potential that clean water unlocks in communities, particularly for children. Progress is possible and it’s urgent also. One in ten people do not have clean water close to home, and one in five do not have a decent toilet of their own. With the help of our incredible supporters, WaterAid works with communities around the world to provide reliable clean water, which, as the campaign shows, is the foundation of good health.”

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Matt Cooper, Head of Creative at Happy Hour, said:

“Our first challenge was finding the right story. We knew we would be working in that area but wanted the community to guide us in deciding who should lead the advert. On our first visit earlier in the year with WaterAid, we spent time with children, families, officials, community leaders and midwives, listening to their stories to gain a deeper understanding of their lives and their situation. It was a privilege to be welcomed so openly, and we remain deeply grateful to the community for their generosity and trust.”

To remain true to the community’s voice, all scripts were developed collaboratively with Gazetee and the community, who also approved storyboards before filming. Even the voiceover for Gazetee’s lines was recorded by the on-set translator, who had spent weeks with her, Nesteline and the other children.

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Pietro Herrera, Producer at Happy Hour, added:

“Producing this campaign with WaterAid was both a creative and logistical challenge in the best possible way. Shooting in such a remote location required navigating everything from complex travel to tight schedules– while always prioritising the comfort and dignity of the people we were filming. The emotional weight of these stories gave the whole team a real sense of responsibility to capture them with honesty and care. The WaterAid team were incredible partners – proactive, collaborative and resourceful – and together we’ve created something authentic and powerful.”

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Ernest Randriarimalala, Global Community Voices Advisor at WaterAid, who gathered the content for this new film, said:

“Communities are at the heart of our projects, and it is important that their voices and experiences are front and centre of this latest powerful campaign. As a Malagasy person, it is hard for me to witness that more than half of Madagascar population don’t have access to clean water and fewer than half of health centres and schools have running water or a decent toilet - something that impacts drastically the quality of life of the beautiful communities I have interacted with. We are deeply grateful for the openness and generosity of Gazetee and the community, in collaborating on the production and vision of this project, which underscores the urgent need to make clean water accessible to everyone, everywhere.”

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