P&G Children Safe Drinking Water Advertising Campaign
creative brief CLIENT: P&G Children Safe Drinking Water (CSDW) BACKGROUND: P&G Children’s Safe Drinking Water (CSDW) is a signature program within P&G’s philanthropic health and hygiene efforts. The program works with a diverse network of organizations to raise awareness of the clean water crisis and to provide clean water to people in need. As the inventor and producer of the water purification packets used in the program, P&G provides both its technical expertise and financial support for this work, in addition to human resources, manufacturing facilities, research and advocacy for this global issue. ACHIEVEMENT & GOAL: P&G has invested over $50 million toward clean drinking water, and CSDW has delivered over 7 billion liters of clean drinking water. The goal is to save one life every hour by delivering more than 2 billion liters of clean drinking water every year by 2020. PRODUCT: P&G water purification packet was developed by P&G in collaboration with the U.S. Centers for Disease Control and Prevention (CDC) and is an amazing innovation that quickly turns 10 liters of dirty, potentially deadly water into clean and drinkable water. TARGET AUDIENCE: Young adults to elderly STRATEGY: Educational design strategy that brings powerful impact through facts & statistics that might be surprising to the Western world. Use of strong graphics depicting children and children’s life in third-world countries (specially Africa), and bold call-to-action headlines and how the donated money will go into helping improve children’s lives.
Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015
2
INSPIRATION
Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015
3
how you can help MAKE A DONATION: 10 cents provides one P&G WP packet that creates 10 liters of clean water. And:
Just $1 gives a child clean water for 50 days.
$7.50 gives a child clean water for a year.
$30 gives a family clean water for a year.
HOLD A FUNDRAISER: Encourage your friends, family and community to support the P&G CSDW Program. You’ll be given special P&G CSDW toolkit to get you started.
PURCHASE FOR YOURSELF OR YOUR ORGANISATION: See how it works—and share the water packet experience, too. You can purchase the P&G Purifier of WaterTM in bulk (240 packets per case) from North America distributor, DayOne Response, Inc.
Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015
4
POSTER Poster comes in tabloid size (11in x 17in) for indoor and 16in x 24in for outdoor application.
4,000 children die each day from a lack of clean drinking water
TOGETHER, WE CAN SAVE ONE LIFE EVERY HOUR. More children die from a lack of clean drinking water than HIV/AIDS and Malaria combined. The P&G Children’s Safe Drinking Water Program provides clean drinking water to people who really need it using water purification packets. Find out how you can be a part of it at csdw.org
Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015
5
BILLBOARD Poster comes in two sizes 64 sheets (320in x 20in) and 96 sheets (480in x 120in)
4,000 children die today from dirty water To donate or hold a fundraiser visit us at csdw.org
Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015
6
poster & Billboard application
Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015
7
magazine page layout Magazine page layout comes in standard one page magazine size at 8.375in x 10.875in
TOAST! 4,000 children die each day from a lack of clean drinking water
TOGETHER, WE CAN SAVE ONE LIFE EVERY HOUR. More children die from a lack of clean drinking water than HIV/AIDS and Malaria combined. The P&G Children’s Safe Drinking Water Program provides clean drinking water to people who really need it using water purification packets. Find out how you can be a part of it at csdw.org
Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015
8
magazine page layout application
Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015
9
web banner Web banner comes in two sizes: leaderboard (728px by 90px) and pop under (720px by 300px)
find out why at csdw.org
to help and donate visit csdw.org
4,000 children die today
4,000 children die today due to lack of clean water
Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015
10
web banner application
find out why at csdw.org
4,000 children die today
Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015
11