Product category:
Direct marketing agencies
News Release from: Watson Phillips Norman
Edited by the Marketingservicestalk Editorial
Team on 10 December 2007
WaterAid launches hard-hitting campaign
Leading independent direct marketing agency Watson Phillips Norman has produced the latest WaterAid DRTV campaign.
The proposition of the campaign is giving a child safe and clean water for life by donating GBP2 a month to international development charity WaterAid The charity operates in 17 countries with a mission to overcome poverty by enabling the world's poorest people to gain access to safe water, sanitation and hygiene education
The commercial, created by Maria Phillips and Sandra Money at WPN, shows a series of impactful images of children and adults living with poor drinking water and sanitation in some of the poorest countries in the world.
The aim of the ad is to create a direct response to WaterAid's GBP2 a month appeal.
The ad breaks across digital and satellite channels this month, media was planned and bought by MCandC.
Mike Wade, Head of Central Fundraising at WaterAid, commented: "We hope that our new TV campaign with Watson Phillips Norman will alert more people to the fact that safe water and sanitation are basic human rights, which everyone in the world should have access to.
"The solution is so easy - just GBP2 a month, given over a year could help give a family safe, clean water for life".
Gail Cookson, client services director at WPN, commented: "This campaign, with its dramatic footage, ticks all the DRTV boxes by prompting the viewer, comfortably ensconced on the couch in front of the TV, to get up and do something about it NOW.
"Taking on this brief was a real challenge; our previous WaterAid commercial was hugely successful, and demonstrated fantastic stamina, being produced back in 2004.
"We're confident this new ad will be equally successful".
The music for the ad was especially composed to work with the footage as WPN and WaterAid wanted to create a powerful piece that took the audience on an emotional journey through the commercial.
The ad also features a voiceover by Kevin Whately, one of the UK's best known actors famous for his roles in TV's Inspector Morse and Auf Wiedersehen Pet, among others.
WPN established an in-house TV production unit to cater for increasing client demands for DRTV campaigns in 2006.
The unit, headed by award-winner Sandra Money, former head of DRTV operations at WWAV, has produced over 30 DRTV campaigns since that date.
DRTV clients range from Picture Financial to Which?.
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