WaterAid Appoints GOOD Agency for Winter Campaign

WaterAid has appointed GOOD agency to help develop an entirely new approach to fundraising. This winter, WaterAid will take on their most ambitious fundraising target yet, hoping to raise £4million pounds over the course of three months. The appeal will be match-funded by the government, so we will need to engage a much wider audience than ever before. GOOD agency won the competitive pitch to help WaterAid on this journey to break the mould for fundraising. 

The multi-channel appeal will aim to break down the barriers between audiences in the UK and WaterAid's beneficiaries all over the world - united by shared values and cultural similarities. The brand will focus on a community in a tiny village in Sierra Leone called Tombohuaun, telling the human story of how supporters can help the most hard to reach people by bringing them clean water, and with it a future, all in their voices. 

Hanisha Kotecha, Deputy Managing Director from GOOD Agency said: “We’ve been working with WaterAid for over seven years, supporting their fundraising acquisition programme but winning this project was a huge accomplishment for the agency. It allows us to really push the boundaries across the organisation for this appeal.”

Jon Eserin from WaterAid said: “We chose GOOD as our partners because they delivered a very compelling creative strategy to tell this incredible story differently, their understanding of the engagement and fundraising sides to this appeal really stood out.”