AIM:

50 children die every day through floods in Bangladesh. We needed to raise awareness of the devastating effects of flooding and prompt Londoners to join ActionAid at the People’s Climate Change March.

CREATIVE:

The first rain-triggered billboard. Every time it rained, heart-wrenching images of flood-damaged toys disrupted the advertising schedule at London’s Piccadilly Circus.

We identified renowned humanitarian and environmental photojournalist Antonio Olmos to capture the images. His work in weather-ravaged countries meant that he had already seen first-hand the devastating effects of climate change and flooding. He painstakingly recreated the scenes of flood damaged toys, using authentic silt, foliage and debris from Bangladesh.

RESULTS: The biggest ActionAid presence at a public demonstration for a decade. With a media reach of 343 million, we'd given ActionAid a voice in the run-up to the People’s Climate Change March in London and the COP21 talks in Paris.