Message: 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.
Medium: 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.
Audience: 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.
Marketing: The project was design-only.