In June, the Guardian posted an article quoting WaterAid and the World Bank who claimed that water and sanitation projects are not “sexy” enough and that donors therefore are not willing to invest in them.
On the other hand, WaterAid, the international NGO that just turned 30, has succeeded in making WASH “sexy” for the general public. In 2010/11 it raised more than £48 million (US$ 78 million) and by 2015 it aims to achieve an annual turnover of £100 million (US$ 163 million). To help reach this target WaterAid has appointed global advertising agency R/GA to redefine its overall global digital strategy and redevelop its online presence.
The project will be led out of R/GA Singapore, which will be responsible for developing an entirely new digital platform for WaterAid. At the core of this will be a new website that will better communicate WaterAid’s message of ‘Water and Sanitation For All’ to a much wider audience.
R/GA is most known for its prize winning online platform Nike+, which connects runners to an online community and archives. Other well-known clients have included Nokia, L’Oréal Paris, Walmart and Barnes and Noble.
Source: Jenny Chan, Campaign Asia-Pacific / R/GA, 27 Jul 2011