The Girl Who Built A Rocket
The Context
WaterAid wanted to find new ways to engage the public in the global water crisis and to drive consideration for the charity and its work.
To kick things off, we needed to make a splash by reframing the narrative and putting water at the heart of the news cycle. With three Mars missions going into orbit at the start of 2021, we had a prime opportunity to bring a new angle to the conversation and remind people of the search to find water here on Earth.
The Idea
‘The Girl Who Built a Rocket’ is the first animation WaterAid have used as a TV advert, and opts out of a donation ask, instead asking supporters to find out more. The animated short tells the story of a little girl in Madagascar named Fara, and her attempts to find water for her village.
The story is set to a specially composed version of David Bowie’s legendary track, “Life on Mars”, with a voiceover by national treasure Sir Trevor McDonald. It was developed alongside WaterAid’s “Voices from the Field”, with all elements of the animation inspired by real people, places and experiences to ensure authenticity in its portrayal of Madagascar.
A beautiful concept combined with a rigorous creative and production process means the film hits all of our storytelling and messaging objectives. It works hard to tie our work into the wider news agenda too, increasing relevance for our supporters. This was our first animated ad and don’t panic really delivered.
JOHNTY GRAY, MASS ENGAGEMENT DIRECTOR, WATERAID
- 30m
- TV/VOD views - 15% above target
- 162
- Pieces of national and regional media coverage with reach of over 15 million.
- 18%
- Uplift in cash and regular donations
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The Girl Who Built A Rocket
WaterAid wanted to find new ways to engage the public in the global water crisis and to drive consideration for the charity and its work.
