WaterAid: Super Consumer Steve

WaterAid set out to double its UK income and donor base during the period 2010 – 2015 by targeting a new audience of younger affluent males who were not being reached.

WaterAid: Super Consumer Steve

MC&C

THE TEAM

Helen Guard - Senior Planner/BuyerBodhi Morrison - Head of DigitalAlex Prout - Senior Planner/BuyerMike Colling - Managing DirectorAngharad McKenzie - Head of Supporter DevelopmentAmy Faulkner - Supporter Recruitment Team ManagerChloe Amstein - Direct Marketing Manager

OTHER CONTRIBUTORS

Watson Phillips Norman - DRTV creativeWhitewater - Insert creativeBurnett - Door drop creativeMinimart - Online display creative

WHAT IS WONDERFUL ABOUT THIS WORK?

We used mass media, which delivers high volume but lower-value donors, to increase...

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