Action Against Hunger is a global humanitarian organization committed to fighting the water emergency. A problem that is quite removed from the rest of the world and not thought about seriously enough by everyone.

So, Action Against Hunger decides to take a step further, from classic fundraising, with a provoking campaign to drive the attention of media, institutions, and public opinion.

Action Against Hunger's idea was to turn the problem into a physical product. So, we bottled the contaminated water to create the brand Water of Africa, water drank by 318 million people to make it the most consumed in the world, asking that these bottles are the last ones ever to be drank.

In Italy, NGOs are not funded by the government but base their support on donations from ordinary people. Action Against Hunger is a small, little-known NGO and in order to develop its Water Emergency Programmes, it needed to make itself known much more than other famous NGOs. This required a way that was agile, impactful, and direct. Since Italy is the first country in the world in terms of consumption of bottled water (200 liters per capita every year) it was decided to sell a completely new one: the most consumed water by 319 million people. We had it launched by the same spokespeople who had launched the most famous Italian mineral waters. Contaminated water, which 319 million Africans are forced to drink. And since the most consumed products get everywhere, Water of Africa managed, thanks to its great fame to get everywhere even to European Parliament.

A real brand with a name, logo, claim, and a communication strategy equal to one of many other brand launches. The bottle, a physical object was distributed in stores, museums, on e-commerce, food app delivery, restaurants, and promoted by print, product placements, on socials by influencers, sports events, and by famous testimonials that have launched other water brands in Italy. Water of Africa crossed the Italian borders and reached even the European Parliament.

With 45 million impressions, 75k engagement rate and + 526 visits to azionecontrolafame.it, people loved our campaign, because it didn't show the usual images of African children, but showed the problem for the first time real and tangible put into a product.

That's why donations exceeded all expectations with +355% donations transformed into 1.8 million cubic metres of clean water.