An organization providing water resources in underdeveloped countries.

In order to practice my advertising and copywriting abilities, I created this self-set brief for Water.Org. I noticed that there was a distinct difference between how Water.Org operates and markets themselves compared to other charities helping underdeveloped countries. I admired this more humanistic and positive approach, and wanted to see how I could change the public's perception of the company.


Only a concept. Non-commissioned work.


Who Is Water.Org?

Water.Org is an international nonprofit organisation that has positively transformed more than three million lives around the world through access to safe water and sanitation. Founded by Gary White and Matt Damon, they have been pioneering innovative, sustainable solutions to the global water crisis for 25 years, giving women hope, children health and communities a future.*

* Sourced from www.water.org/about

Million People Helped

Target Audience: Adults (Male and Female) aged 18+ with disposable income in order to provide donations to Water.Org.

Water.Org’s Current Position: The public views Water.Org as just another charity. That they are no different than other charities who provide similar services such as World Vision, and UNICEF.

Water.Org’s Desired Position: An innovative and uplifting company that fosters positivity and change instead of focusing on the negative of third world living conditions.

The Goal: Advertisements should connect potential donators with the recipients and show that Water.Org’s efforts empower communities. The ultimate goal is to receive more donations.

The Solution

Through my research, I found that other charities were employing certain tactics to make you terribly for people living in third world countries. Often showing shocking images of malnourished, ill, or dying children to display how awful their situation is. This focuses on the negative of third world life.

Water.Org acknowledges that life in these countries is very difficult and poses a unique set of challenges. However, they focus on showing how individuals who received help from Water.Org were changed for the better. In all advertising material, people are shown with smiles on their faces. Truly thankful for the gift of clean water that has been given to them.

The MEET: Campaign

Often potential donators don’t donate to causes because they don’t know which person will be receiving their gift. They are blindly giving their money to an unknown recipient. This can cause many people to simply not donate because it is difficult to see the direct benefits of their donation.

To help eliminate this problem, I created the MEET: campaign. In this ad campaign, various pictures of Water.Org donation and Water Credit recipients will be shown with a brief description of how their lives were changed upon receiving help from Water.Org. Recipients are always shown smiling or pleased about the help that they received. The unique signatures present on each ad further creates the personal connection between recipient and viewer. These ads were designed primarily for print magazine purposes but can also be adapted for other mediums.  

Final Deliverables

The background needed to be fairly plain to allow for a strong focal point and to ease type readability. Some image manipulation was necessary.

To reinforce the positive message, all copy is written with uplifting terminology. Each advertisement tells a story of how Water.Org has benefitted the individual and their life.

Social Sharing
Listing an appropriate hashtag shows the viewer that this conversation will be continued online. This is also an easy way to access campaign information.


All images were sourced from www.flickr.com/photos/waterdotorg/ under the Attribution-NonCommercial-ShareAlike 2.0 Generic licence. Some changes were made to the images for the purpose of this project only. Not being commercially distributed.