In Winter 2017 WaterAid aimed to raise more than ever before in a match-funded appeal and at least a minimum of £3.8m, most of which would be doubled by the UK Government. They created a campaign called #Untapped that would change the rules of charity storytelling, with over 430 million opportunities to view the content across a huge range of media channels, generating over 60,000 donations in the process and raising £8.2m as a result.

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