Buckets of Hope

Buckets of Hope, Tin Man / WaterAid
Asked to publicise WaterAid’s Untapped Appeal, which aimed to raise £4m to provide clean water and sanitation for communities in crisis across the world, Tin Man devised and executed this inspired campaign focused on an eye-catching spectacle.

Based on the statistic that dirty water claims the lives of 800 children a day, the agency created a thought-provoking memorial by placing 800 buckets in highly visible Thames-side locations.

A fundraising element was pivotal. Each brightly-coloured bucket was available to buy for £12 (matched by the UK Government), representing the sum needed to provide clean water for a child. Time-lapse footage showed the buckets vanishing as they were purchased.

The stunt was promoted by celebrities on social media and the campaign generated 58 pieces of coverage in three days, including articles in eight national titles and a lead on Sky News’ Sunrise.

Awareness of the appeal increased from four per cent pre-campaign to 34 per cent after. By mid-December 2017, the campaign had reached £2.5m and was on track to smash its £4m target.

Judge's comment:
"Simple and effective"

Executive Summary
In December 2017, WaterAid embarked on its most ambitious winter appeal to date, Untapped, with the aim of raising over £4million (match-funded by the UK government) to provide clean water and sanitation for communities in crisis around the world. Tin Man created one of its signature 'stop-you-in-your-tracks' campaigns which made the problem and WaterAid's solution impossible to ignore. Visual, engaging - and using the agency's winning combination of clever simplicity - it demonstrated the extent of the issue, delivered buckets (quite literally!) of quality coverage and gave the appeal the boost it needed to meet its target.