WaterAid adds a new way to communicate with its supporters via mobile wallets

GOOD Agency have been tasked with refreshing WaterAid’s Just Water January abstinence event, leading the strategy, creative ideation and delivery of a sector – first digital wallet pass.

Just Water, which runs throughout January, challenges participants to go a whole month drinking just water – no booze, coffee, tea and juice. It’s the toughest abstinence event out there, with many people not being able to make it through the month.

GOOD were keen to turn the difficulty on its head, and harness it, to position the event as the toughest challenge yet, but had to find a way to support its participants so they still had the best chance of success.

The creation of a digital wallet pass will provide WaterAid a new way to communicate with its supporters and ensure they receive the updates, and encouragement, to stay strong. After signing up to take part, participants will be invited to download a digital pass that will sit in their smartphone’s wallet app.

Once downloaded, they will be able to receive updates on the challenge, support and tips to reach their goal. The pass is easily shareable between phones, encouraging friends and family to sign – up too.

Vitally, however, it will also allow WaterAid to send updates via push notifications to a participant’s lock – screen, keeping engagement high throughout January and avoiding becoming lost in an email inbox.

The Just Water campaign will be launching across Facebook, YouTube, Twitter and Instagram. GOOD’s new creative concept shows the cravings that participants experience in comedic, larger – than – life forms. Giant beer bottles chase participants down the street, whilst huge teapots barge into office meetings. Faced with such adversity, we see the Just Water participants find strength in numbers, uniting and standing up to them as a team.

Andy Powell, Associate Creative Director at GOOD said: “The mobile wallet functionality is the perfect fit for our strategic ambition and creative direction for Just Water. Not only does it allow our participants to unite their team and find strength in numbers, it allows us to help support them through a tricky month with encouraging content.”

Helen Seacombe, Senior Community Fundraising Officer at WaterAid said: “We are really excited to be working with GOOD on Just Water, and especially on the new wallet pass. As a sector first, we’re excited to see how it can enhance the stewardship journey and increase engagement in WaterAid’s lifesaving work.”

Just Water is running through January 2018 during WaterAid’s Untapped appeal, where every £1 donated by the UK public will be doubled by the UK Government, helping reach twice as many people around the world. There’s still time to sign up to the challenge and download the wallet pass here.

Source: GOOD Agency

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