IRC
Expose the System Campaign
Background
Systems thinking is at the heart of IRC’s approach to realising their goal of universal access to clean water and sanitation (WASH).
Challenge
The idea of systems thinking gets lost in comparison to WaterAid, for example, who ask for a ‘pound’ to help build a ‘pump’, which is far easier for people to feel their money is being used for something tangible.
Insight
The WASH industry’s content id all very similar. During the big sector conferences the messages for various causes all get lost as they all look the same. We needed a campaign approach and visual look that was completely out of the ordinary.
Target Audience
Everyone in the WASH sector but also major donors like the Bill Gates Foundation, for example.
Strategy
Create a teaser campaign that plays on the idea of an undercover secret movement or conspiracy. I wanted a ‘noir’ feel to help the campaign stand out against all the other content and campaigns in the sector.
Campaign Film & Landing Page
Together with my creative partner Neil Hall and our Director Bruce Webb and his team we created this campaign film to attract people to the campaign on the IRC website.
