Cannes Lions

CLEAN WATER AWARENESS CAMPAIGN FOR THE WORLD WATER DAY

SHACKLETON, Madrid / ACTION AGAINST HUNGER / 2010

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Overview

Entries

Credits

Overview

Execution

We built on a successful phenomenon, that’s reaching top hits on social nets in Spain: the humorous groups aimed at making fun on ladies topics, followed by millions of fans.

We wanted to redirect all the interest these groups stir towards a new one: A group created to bring awareness on the water issue.On March 22, the World Water Day, we created the group “Ladies who see their children die because they don´t have clean water” on Facebook.With this twist from humour and trivial towards solidarity, this initiative promoted a supportive movement, awareness about this issue and collaboration.

Outcome

- In a couple of weeks the group had up to 6500 fans, and it is still growing with an average of 150 new fans per day.- The initiative has generated debate and more than 100 positive comments.

- Thanks to a special option created to collect user´s personal data, send them information about the cause and the organisation, and most importantly, enroll them as donors. 2000 people have became “more than fans”.-So far, we have obtained 350 new Action against Hunger members thanks to this action.

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