Social campaign analysis of the non-profit organisation Water is Life and ideas for future growth.

1. WATER is LIFE
Social campaign analysis

2. Why WiL?
• Water is Life is a foundation that provides
sanitation, clean water and hygiene education
programs around the world. The main idea of
WiL is figuring out short and long term
hygiene solutions through fundraising and
field project implementation.

3. Facts

5. Community
visits.
Acknowledging
the changes
Basic Open
Defecation Free
Status among the
community members
Self-assessment
certification
Creating their own
community action
plan
•1 PRE TRIGGERING •2 TRIGGERING •3 POST TRIGGERING
•4 COMMUNITY SELF-ASSESSMENT •5 OPEN DEFECATION FREE STATUS
STRATEGY

6. IDEALS
https://www.youtube.com/watch?v=UL3S4Ltt2W0
The first and possibly the last family portrait of the Ethiopian families
who live knowing the great risk among them and the possibility of
loosing a loved one due to unsafe drinking water.
•Message: Informational
•Communication: Nonverbal with accent on esthetics
•Target: People with family values
•Channels and networks: YouTube, Twitter and Facebook

7. https://www.youtube.com/watch?v=XYf
82F3CHYo&list=PLNefYveISOJnZygggcNP
uGvCtY_Zx-Bvj&spfreload=10
•Message: Emotional
•Communication:
1)Nonverbal with a positive and reassuring tone
2)Verbal, the child is the narrator
•Target: Donors from all over the world
•Testimonial: Usain Bolt

8. The girl who couldn’t cry
•Message: Emotional
•Communication:
1)Nonverbal and shocking;
2)Verbal allusive, with a child voice
•Target: Donors from more emancipated countries
•Channels: YouTube
When I was born into this land of India I didn’t cry;
When my family needed me to work, I didn’t cry;
I didn’t cry, when I found out what my mother’s
real job was. And when I watched my brother die…
When I was forced to get married I didn’t cry.
Not because I didn’t want to, but because I
couldn’t.
EXTREME DEHYDRATATION
Prevents your body from producing tears.
Makes desperate situations even worse.
https://www.youtube.com/watch?v=rPNAG8Q_0V4

9. •Message: exaggerated
and even with a comical
tone
•Communication:
1)Nonverbal showing the
reality;
2)Verbal, ironical
•Target: Donors who
actually find themselves
“victims” of the “first
world problems”
•Channels and networks:
YouTube, Twitter
https://www.youtube.com
/watch?v=fxyhfiCO_XQ

10. #firstworldproblems
@waterislife
7 350 Followers
851 Following
8 123 Tweets

11. # waterislife
# firstworldproblems

12. 14 206 followers
Fans by country:
US----------------8 560-------------->60.3%
Brazil------------553----------------->3.9%
Canada---------539----------------->3.8%
Australia-------383----------------->2.7%
Other-----------4 171--------------->29.4%

13. YouTube channel statistics
Subscribers ------->7 448
Videos-------------->44
Total views-------->10 886 661

14. • Goal: Raising awareness > building the brand
• Target audience:- Mostly general public
1) People from developed countries;
2) People with family values;
3) People from English-speaking countries
4) Young non employed people
who are willing to take part of the field teams or to make an online donation
• Tools: Social networks, videos followed by press releases, blogs and the main website
• Tactics: Emotional messages well accepted and always covered by the media
The Strategy

15. •Always a subject of importance
•Effective video campaigns
•Social media support
•Catchy phrase
•Simple and well organized website
•Collaboration with other similar orgs
•More annual donors
•Creating a fundraising culture
•Capacity building-> effectiveness
•Art competitions
•Overlapping with similar websites
•No financial reports
•Lack of interest in the European
countries
•No public events
•No mobile app
•No journals or publications
•Lack of social network coordination

16. SM Benchmarking
• WATER is LIFE’s website also
takes part of the list of 100
best non-profit websites in
2015 according to the
website EveryAction.
•“#FirstWorldProblems
Might Be The Best Ad Of
The Year”
-Business Insider
52% 49%
52%
48%
55%
45%
March Adness 2015 video tournament

17. How to make it work?

18. •Education: New digital tools can bring significant progress in access to lessons, teacher
training and learning. Public expenditure on education could be made more effective
through a partnership with NGOs facilitating access to smart terminals.
•Health: Internet can at once improve the efficiency of health expenditure. The
potential gains that could be derived from the introduction of health care technologies
are considerable: they range between 84 and 188 billion dollars. And the social and
economic impact will be even greater. Remote diagnostics and telemedicine could alone
solve 80% of the problems faced by rural clinics. -Paris Tech Review, 2014
Africa already caught
up with developed
countries in terms of
mobile phone
equipment.

19. Using the digital for health and water pollution
education
• The families will be given a Smartphone with previously installed the WiL
application. The application is going to contain information about the levels of
water pollution.
• Each community is going to get one In-Situ Rugged Reader Kit (monthly cost 275$)
which will provide daily information about the PH levels of the water and the
presence of other substances. The information should be analyzed during the
phase of community self-assessment.
• When the PH value of the water will rise, the families will be alerted that the water
should not be drank without the use of a filter (IFTTT).

20. The filter straw

21. The Drinkable Book