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WaterAid Launches New Ad Campaign Focusing on Progress Rather Than a Problem

RSA Films' M.O.D directs cheerful new spot from Atomic London

WaterAid Launches New Ad Campaign Focusing on Progress Rather Than a Problem

WaterAid has launched its new campaign with an ad from RSA Films’ M.O.D.

Rain For Good breaks away from the traditional charity ad formula to create something positive, centred around the progress WaterAid have made as a charity.

The film was shot in Lubunda, a village in a disadvantaged part of northern Zambia, where people once relied on dirty, dangerous and distant water sources. 

Before WaterAid’s work in the village bringing clean drinking water and safe toilets, sickness levels were high and many children had to walk long distances to fetch water for families.

A village-wide casting was held to find the star of the film: Claudia, a 16-year-old student, whose quality of life has been greatly improved through the work of WaterAid.  The core insight into creating the ad was to show people that when it rains in the UK we moan about it, whereas in other countries around the world, they pray for it.

The film will air from October 30th on prime time TV, and will be supported by social and digital activity as well featuring on Spotify.

You can view more of M.O.D’s work here.

Creative Agency

Creative Agency: Atomic London

Copywriter: Brian Riley

Art Director: Matt Lee

Producer: Rob Steiner

Executive Creative Director: Guy Bradbury

Planning Director: Richard Hill

Account Manager: Alice Egan

Business Director : Melanie Bennett

Production Company

Production Company: RSA Films

Director: M.O.D

Post Production / VFX

Post Production Company: Unit

Producer: Rachel Mussett

Category: Charity , Corporate and social

Genre: Scenic