What was the aim of the campaign?
Water Aid's To Be A Girl campaign has highlighted the difficulties faced by thousands of women and girls around the world whose basic human rights are compromised during their monthly menstrual cycle because of a lack of safe water and toilet facilities. The charity hoped to engage a hard-to-reach audience of 18 to 24-year-old women.
What did it involve?
The charity constructed a microsite that was designed to attract time-poor young women who use mobile phones. Visitors to the site were encouraged to answer a simple question as the first step in building a relationship with the charity. They were also encouraged to share images of their own childhoods within their own social networks. The campaign used a wide range of creative techniques for different audiences and at different stages.
What did it achieve?
The main goal was to raise £1m within three months, but it raised more than £2m – the most ever from a stand-alone WaterAid campaign. The figure was then matched by the UK government. Of those who donated online, 82 per cent were new supporters. The site was visited 85,533 times, more than triple the charity's initial target.
What did the judges say?
Liz Tait, director of fundraising at Battersea Dogs & Cats Home, said: "This is an example of digital excellence to generate awareness, engagement and action."