WaterAid launches powerful new TV campaign highlighting urgent need for clean water in Madagascar

WaterAid launches powerful new TV campaign highlighting urgent need for clean water in Madagascar.

Created end-to-end – from story gathering and creative development, right through to production and delivery – by creative agency and TV specialists Happy Hour, the films spotlight the determination of a community and the challenges it faces without clean water.
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WaterAid has launched a powerful new multi-channel campaign aiming to drive regular giving, raise awareness of its vital work, and create meaningful brand presence in a crowded charity market. The campaign is made up of a series of DRTV commercials which will air from 1October, alongside a suite of edits across digital platforms.

WaterAid works alongside communities around the world to build sustainable water systems, reaching almost 29 million people with clean water. However, nearly one in ten people around the world still don’t have clean water close to home. Without clean water, many families have no choice but to collect water from open sources contaminated with deadly diseases, putting their health at risk.
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Campaign

Set in Amboasary Sud, 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 headteacher, and Nesteline, 13, 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.