Background

WaterAid is an international charity that campaigns to improve access to safe water, hygiene and sanitation in 26 developing countries worldwide. WaterAid's Australian office was founded ten years ago.

WaterAid Australia engaged icon.pr to raise awareness and support for key fundraising activities. The first challenge was to increase awareness for WaterAid’s new peer-to-peer fundraising campaign, Sanitation Superheroes, to coincide with World Toilet Day 2014, which sheds light on the billions of people worldwide without access to a toilet.

Solution

As part of a five-week campaign, icon.pr partnered with Engineers Without Borders (EWB) and socially-responsible toilet paper company Who Gives a Crap to present a three-day art installation at Circular Quay, Sydney. The high profile activation featured local artists who were commissioned to create 'porcelain art' by decorating 25 toilets on display in front of Customs House.

Along with EWB's CEO Lizzie Brown, WaterAid Australia's CEO Paul Nichols appeared in national media as a key spokesperson for World Toilet Day, speaking about global sanitation issues on the Today Show, ABC News Online and other media outlets. The launch event and the Sanitation Superheroes fundraising initiative received extensive coverage in metro and local media (radio and print), including front-page stories in mX Sydney and mX Melbourne.

Sanitation Superheroes for WaterAid

Services

  • Campaign activation / launch event
  • PR and campaign strategy
  • Media relations
  • Social media strategy and curation
  • Stakeholder relations
  • Community engagement
  • Ambassador and partner management