Cannes Lions

WATER FOR SOUTH SUDAN

JWT WARSAW, Warsaw / POLISH HUMANITARIAN ACTION / 2012

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OVERVIEW

Description

To spread the message that in South Sudan half of its population lives without access to fresh water we used Glass Harp, an instrument made of glasses, which needs water to be tuned. That is how we underlined that sometimes every drop of water counts. Action was meant to raise the awareness to the fact that Polish Humanitarian Action (PAH) helps people in South Sudan. We wanted to get opinion leaders and media to help PAH with this action now and in the future.

Execution

1. On the official FB profile of the Polish Humanitarian Action we announced that in a week's time Glass Duo will play on am instrument tuned by Facebook fans.2. To tune the instrument musicians need water so each new Facebook follower was 1 drop of water added to the instrument.3. Every day we posted 1 movie, which shows how musicians are struggling to make the concert perfect (e.g. the news that the best Polish symphony orchestra joined our action, so Glass Duo has only 3 days to prepare completely new arrangement for the song).5. The plea was answered. Thousands of people joined us on Facebook and we got massive media coverage .6. On the World Water Day we played Sting's 'Fragile' on the Glass Harp (tuned by Facebook fans) and with the symphony orchestra.7. During this action a sponsor was found, so in South Sudan we'll build a well.

Outcome

1. Our action was mentioned on the biggest polish TV Stations (TVN, TVN 24, Polsat, Polish National Television) and radio (Radio PIN, ROXY FM).Opinion leaders gave us support on their Facebook profiles (Hard Rock Warsaw, K MAG, SISTARS). Bloggers were encouraging people to join to our action (Marketing News, NGO.pl). Without investing any money we’ve received a media coverage worth thousands of Euro.2. After 1 week the number of Polish Humanitarian Action Facebook fans grew 4 times bigger.

3. But the most important result is that because of our action a sponsor was found, so by the end of 2012 in South Sudan we will build a well.

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