Water Aid wanted to get across a stark fact about something those seeing this print advert could likely take for granted – access to water. At the prevailing rate at the time of design Water Aid predicted we could not expected global access to clean water until 2057.
This was a print campaign – the charity sector is one that continues to recognise the power of print advertising and marketing to impact people enough to change their behaviour.
Given the media chosen to feature the advert the audience would be primarily older females in the south of England – certainly a group who could take access to water for granted. The artwork was dominated by an everyday bottle of water, emptied of its contents to draw attention to the disparity.