The Walk to the Well

Client: Just a Drop

771 million people globally don’t have access to safe water and Just a Drop is on a mission to change that.

Our job was to raise awareness of the distance millions of people walk for clean water daily and highlight the waste of human potential with the ultimate goal to get people to donate in a way that felt fresh, avoided charity advertising cliches and broke through to an apathetic audience with a compelling story.

Our insight was that we scroll through 2km of content every day without a second thought, so why not take this behaviour and repurpose it for good?

The Walk to the Well is the longest Twitter thread ever made - challenging people to scroll one woman’s 9km daily walk to water.

The thread took people on a powerful journey through her daily struggle to the well and back.

When people scrolled as far as they could go, they simply liked the tweet which triggered an auto-reply telling them the distance they had walked and prompted them to donate.

A 2 hour DOOH film ran in key cities on World Water Day highlighting the issue with a QR code enabling interactivity with the twitter thread.

In a world where most people skip ads, the small budget social media challenge defied the odds - helping a relatively unknown water charity start to make real change. Outstanding results achieved: 13,340km scrolled, 19.2M twitter views, 7,000% increase in brand mentions on twitter and 5.9 X donations driven.