The Ice Bucket Challenge was a global phenomenon where millions of people poured litres of water over their head for charity and shared their video on social media. We raised awareness for our brand by piggybacking the event. We created a video that resembled all other ice bucket challenges, with one key difference: ours highlighted the lack of fresh water available to millions around the world.

WaterAid Australia created a user-generated video that resembled all other Ice-Bucket Challenges. With one key difference: Ours highlighted the lack of fresh drinking water available to millions around the world.

The video was then tagged and uploaded to regular social media channels that focused on the Ice-Bucket Challenge. This presented WaterAid Australia with the chance to spread their message directly to their audience. And importantly, it allowed WaterAid Australia to be tactically relevant.

WaterAid Australia’s Ice-Bucket Challenge was seen across the globe and was picked up on various social media channels. To date, its petition to help developing countries has received thousands of signatures. Better still, it’s done it all with a zero dollar media spend.