WaterAid Change the Record
Campaign Identity and Branding

WaterAid in Glastonbury

WaterAid is an international non-profit organisation that was set up in 1981. The charity works in partnership with local organisations in 37 countries in Africa, Asia, Central America and the Pacific region to help poor communities establish sustainable water supplies and toilets, close to home, and to promote safe hygiene practices. It also works to influence government water and sanitation policies to serve the interests of vulnerable people and to ensure water and sanitation are prioritised in poverty reduction plans.

In 2014 we were invited by WaterAid to create a new integrated campaign identity (for use across offline and online channels) that would be launched at Glastonbury Festival. The campaign, ’Change the Record’, helped to transform the lives of girls around the world, to prioritise water, sanitation, and hygiene in their day-to-day life.

The following year, we were invited back to create a new overarching campaign identity that would again be launched at Glastonbury Festival. The campaign focused on delivering a number of concurrent initiatives in time for a hugely important milestone in September 2015.

Culminating after three years of negotiations, world leaders finally agreed to a new set of international development goals for the next 15 years. WaterAid’s tireless initiatives, activities and campaigning helped to successfully ensure these new Sustainable Development Goals included a target to prioritise safe water, sanitation and hygiene to everyone, everywhere by 2030.

Everyone Everywhere WaterAid

The Festival played a pivotal part in providing a direct communication line with tens of thousands of people as well as reaching millions worldwide through TV, media and social networking. A staggering 43,000 people signed the petition at the festival, helping to surpass their goal of achieving 100,000 overall target.

Inclusive to evaluation and auditing, design of campaign identities, creative planning and project management, extent of executed work comprised illustration, hand-lettering, multi-channel assets and brand tool-kit.

Photographs courtesy of WaterAid. Copyright © WaterAid.