The brief: increase awareness of charity:water, their mission, and what they do, amongst young adults.
Dirty water costs women and girls around the world 200 million hours every single day. Wow. What a waste of time. And that time spent collecting water is almost as precious as the water itself. Our audience of young professionals can relate to the idea of wasted time – especially online. So what if we could turn wasted time into time well spent?
Our idea is to take the time people ‘waste’ and transform it into an enjoyable way for them to learn more about the issue of clean drinking water.
Introducing Phil the Cup: a personified cup of clean water and face of our puzzle-based mobile game. At every level, players need to work out how to ‘Phil’ the cup with clean drinking water. After each level, the player will get a bite-sized message about the issue of clean drinking water, and how charity:water is helping to tackle the problem.
The campaign will take over places that people commonly need to kill time, like bus stops and train stations, and interrupt the places they’re already wasting time, like Instagram and Tik Tok.
That’s time well wasted!