Water Aid: Your £1 locker fee could help save lives. Do you really want it back?

This case study describes a campaign by the charity WaterAid in the UK which asked people to donate the £1 they had already spent in changing room lockers.

Water Aid: Your £1 locker fee could help save lives. Do you really want it back?

Agency: Proximity London

WaterAid's vision is a world where everyone everywhere has safe water, sanitation and hygiene. They needed an idea that dramatises the problem but offers an immediate opportunity to help.

Strategy

Our increasingly cashless society squeezes dry the opportunities for one-off cash donations - an important source of income for many charities like WaterAid.

This campaign looked for places where cash is still king - vending machines, parking meters, shopping trolleys and the like. Could the humble coin-operated changing-room locker become a...

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