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Case study: Water Aid #untapped campaign

Promotional video for the Water Aid campaign.

Water Aid used an integrated campaign strategy to bring in new supporters.

Their broad media strategy by digital, social and public relations with added reach from cinema, taxi advertising, and public transport posters helps the campaign to harness the multiplier effect.

Untapped raised £4.2m in donations (£8.4m with government matched funds). Well above sector averages and at a time of public distrust in international aid charities.

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How well does the message in the Water Aid case come across in the different formats? Which was the most powerful of the supporting messages? Which other marketing formats would you use to increase the multiplier effect?

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Introduction to Marketing: Omnichannel Marketing and Analysis

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